An alcoholic beverage-substitute comprising a base liquid and a compound represented by Formula I: wherein: each of R 1 and R 2 is independently selected from the group consisting of H, (C 1 -C 8)alkyl, (C 2 -C 8)alkenyl, (C 2 -C 8)alkynyl, (C 3 -C 8)cycloalkyl, aryl, heteroaryl, heteroalicyclic, -O(C 1 -C 8)alkyl, -OH, -OSO 2 CF 3, -OSO 2 -(C 1 -C 8)alkyl, -SOR 5, -CO 2 R 5, -CONR 5 R 6, -COR 5, -CF 3, CN,-SR 5, -SO 2 NR 5 R 6, -SO 2 R 5, -OCO-(C 1 -C 8)alkyl, -NCO-(C 1 -C 8)alkyl, -CH 2 O-(C 1 -C 8)alkyl, -(C 1 -C 6)alkyl-OH, -NHSO 2 R 5, and halogen, or, alternatively, R 1 and R 2 together with two or more of the phenyl carbon atoms form a -X 1 -(CR 5 R 6) m- -X 2 - ring, wherein each of X 1 and X 2 is independently selected from C, O, NH or S and m is 1, 2, 3, or 4; each of R 3 and R 4 is independently selected from the group consisting of H, (C 1 -C 8)alkyl, (C 2 -C 8)alkenyl, (C 2 -C 8)alkynyl, (C 3 -C 8) cycloalkyl, and -(CH 2) p -thienyl, wherein p is 1, 2, 3, or 4, or alternatively, R 3 and R 4 are joined together to form a heterocylic ring (heteroalicyclic or heteroaryl) containing the nitrogen atom to which they are attached; and each of R 5 and R 6 is independently selected from the group consisting of H, (C 1 -C 8)alkyl, (C 2 -C 8)alkenyl, (C 3 -C 8)cycloalkyl and aryl; or a physiologically acceptable salt thereof, wherein: the alcoholic beverage-substitute is a beer-substitute, and said beer-substitute comprises said compound represented by Formula I in an amount within a range selected from 0.20 mg/ml to 0.70 mg/ml, 0.20 to 0.68 mg/ml, 0.25 to 0.68 mg/ml, 0.28 to 0.66 mg/l, 0.30 to 0.66 mg/ml, 0.28 to 0.65 mg/ml, 0.28 to 0.60 mg/ml 0.30 to 0.60 mg/ml, 0.30 to 0.58 mg/ml, 0.30 to 0.55 mg/ml, 0.30 to 0.50 mg/ml, 0.30 to 0.48 mg/ml, 0.30 to 0.45 mg/ml, 0.30 to 0.42 mg/ml, 0.30 to 0.40 mg/ml, 0.30 to 0.38 mg/ml or 0.31 to 0.36 mg/ml; or the alcoholic beverage-substitute is an alcopop-substitute, and said alcopop-substitute comprises said compound represented by Formula I in an amount within a range selected from 0.25 to 0.60 mg/ml, 0.28 to 0.60 mg/l, 0.30 to 0.60 mg/ml, 0.28 to 0.58 mg/ml, 0.28 to 0.55 mg/ml 0.30 to 0.55 mg/ml, 0.30 to 0.50 mg/ml, 0.30 to 0.48 mg/ml, 0.30 to 0.45 mg/ml, 0.30 to 0.42 mg/ml, 0.30 to 0.40 mg/ml, 0.30 to 0.38 mg/ml or 0.31 to 0.36 mg/ml. each of R 1 and R 2 is independently selected from the group consisting of H, (C 1 -C 8)alkyl, (C 2 -C 8)alkenyl, (C 2 -C 8)alkynyl, (C 3 -C 8)cycloalkyl, aryl, heteroaryl, heteroalicyclic, -O(C 1 -C 8)alkyl, -OH, -OSO 2 CF 3, -OSO 2 -(C 1 -C 8)alkyl, -SOR 5, -CO 2 R 5, -CONR 5 R 6, -COR 5, -CF 3, CN,-SR 5, -SO 2 NR 5 R 6, -SO 2 R 5, -OCO-(C 1 -C 8)alkyl, -NCO-(C 1 -C 8)alkyl, -CH 2 O-(C 1 -C 8)alkyl, -(C 1 -C 6)alkyl-OH, -NHSO 2 R 5, and halogen, or, alternatively, R 1 and R 2 together with two or more of the phenyl carbon atoms form a -X 1 -(CR 5 R 6) m- -X 2 - ring, wherein each of X 1 and X 2 is independently selected from C, O, NH or S and m is 1, 2, 3, or 4; each of R 3 and R 4 is independently selected from the group consisting of H, (C 1 -C 8)alkyl, (C 2 -C 8)alkenyl, (C 2 -C 8)alkynyl, (C 3 -C 8) cycloalkyl, and -(CH 2) p -thienyl, wherein p is 1, 2, 3, or 4, or alternatively, R 3 and R 4 are joined together to form a heterocylic ring (heteroalicyclic or heteroaryl) containing the nitrogen atom to which they are attached; and each of R 5 and R 6 is independently selected from the group consisting of H, (C 1 -C 8)alkyl, (C 2 -C 8)alkenyl, (C 3 -C 8)cycloalkyl and aryl; or a physiologically acceptable salt thereof, wherein: the alcoholic beverage-substitute is a beer-substitute, and said beer-substitute comprises said compound represented by Formula I in an amount within a range selected from 0.20 mg/ml to 0.70 mg/ml, 0.20 to 0.68 mg/ml, 0.25 to 0.68 mg/ml, 0.28 to 0.66 mg/l, 0.30 to 0.66 mg/ml, 0.28 to 0.65 mg/ml, 0.28 to 0.60 mg/ml 0.30 to 0.60 mg/ml, 0.30 to 0.58 mg/ml, 0.30 to 0.55 mg/ml, 0.30 to 0.50 mg/ml, 0.30 to 0.48 mg/ml, 0.30 to 0.45 mg/ml, 0.30 to 0.42 mg/ml, 0.30 to 0.40 mg/ml, 0.30 to 0.38 mg/ml or 0.31 to 0.36 mg/ml; or the alcoholic beverage-substitute is an alcopop-substitute, and said alcopop-substitute comprises said compound represented by Formula I in an amount within a range selected from 0.25 to 0.60 mg/ml, 0.28 to 0.60 mg/l, 0.30 to 0.60 mg/ml, 0.28 to 0.58 mg/ml, 0.28 to 0.55 mg/ml 0.30 to 0.55 mg/ml, 0.30 to 0.50 mg/ml, 0.30 to 0.48 mg/ml, 0.30 to 0.45 mg/ml, 0.30 to 0.42 mg/ml, 0.30 to 0.40 mg/ml, 0.30 to 0.38 mg/ml or 0.31 to 0.36 mg/ml. the alcoholic beverage-substitute is a beer-substitute, and said beer-substitute comprises said compound represented by Formula I in an amount within a range selected from 0.20 mg/ml to 0.70 mg/ml, 0.20 to 0.68 mg/ml, 0.25 to 0.68 mg/ml, 0.28 to 0.66 mg/l, 0.30 to 0.66 mg/ml, 0.28 to 0.65 mg/ml, 0.28 to 0.60 mg/ml 0.30 to 0.60 mg/ml, 0.30 to 0.58 mg/ml, 0.30 to 0.55 mg/ml, 0.30 to 0.50 mg/ml, 0.30 to 0.48 mg/ml, 0.30 to 0.45 mg/ml, 0.30 to 0.42 mg/ml, 0.30 to 0.40 mg/ml, 0.30 to 0.38 mg/ml or 0.31 to 0.36 mg/ml; or the alcoholic beverage-substitute is an alcopop-substitute, and said alcopop-substitute comprises said compound represented by Formula I in an amount within a range selected from 0.25 to 0.60 mg/ml, 0.28 to 0.60 mg/l, 0.30 to 0.60 mg/ml, 0.28 to 0.58 mg/ml, 0.28 to 0.55 mg/ml 0.30 to 0.55 mg/ml, 0.30 to 0.50 mg/ml, 0.30 to 0.48 mg/ml, 0.30 to 0.45 mg/ml, 0.30 to 0.42 mg/ml, 0.30 to 0.40 mg/ml, 0.30 to 0.38 mg/ml or 0.31 to 0.36 mg/ml.