Cocaine (drink)

Cocaine (currently known as No Name or Insert Name Here: in the U.S.) is a highly caffeinated energy drink distributed by Redux Beverages. According to the marketing, it is "The Legal Alternative" to cocaine. It contains three and a half times as much caffeine as the leading energy drink, Red Bull, as demonstrated on the label with "Energy Level:" followed by three and a half bull heads. Aside from caffeine the label boasts 750 milligrams of taurine, another common ingredient found in many energy drinks.

On May 5th, 2007, Cocaine was pulled from U.S. shelves as a result of the FDA's decision that Cocaine was "illegally marketing their drink as an alternative to street drugs". Redux Beverages began working on a new name for the product immediately. At the end of May, 2007, the Redux team decided to change the name to "No Name:" energy drink, with the new can label featuring a large blank space for fans to write their chosen name for the drink, covering the "Cocaine" on the can itself.^{[citation needed]}. On June 17th, 2007, the drink was redistributed in the U.S. under the new labelling.

However, Redux Beverages has recently announced that the drink will return to shelves under its original name early 2008^[1]. Cocaine's founder and senior partner, Jamey Kirby, always believed they would get their name back. Said Kirby in June 2007, "Oh, we'll get our name back. We'll get it back." ^[2]

  The beverage is also available in Europe, where it is still sold as Cocaine Energy Drink rather than Insert Name Here: as it is in the U.S.

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Controversy

In December 2006, a group of law students representing Americans for Drug Free Youth and the Progressive Intellectual Property Law Association filed an objection to Redux Beverage's filing for a trademark on the Cocaine name, on the basis that it was immoral.^[3]

On May 2nd, 2007 it was announced via the official Cocaine MySpace page that Cocaine Energy Drink would cease distribution Saturday, May 5th, 2007. Kirby filed United States trademark application #77180241 for the name "Banned" on May 14, 2007. The FDA did not approve of the notion that a street drug was used as a marketing strategy.^[4] Opinions differed on whether the probable loss of the federal trademark would affect Redux's business. Jamey Kirby, the owner of Redux and inventor of the drink, had until April 2007 to file a counterargument, but sounded unconcerned about the probable rejection.

"All I have to do is look at the orders coming in and then I just laugh at the whole thing," said Kirby, adding that the company was producing about 200,000 cases of the drink this month and expected to double that amount in January. "As long as we sell drinks, I really don't care."

Australian Sale

Although the energy drink was originally going to be exported to Australia, that is no longer planned, as Australia refuses to allow it due to very strict regulations of amounts of caffeine in drinks (145mg/litre - 33.8 fl. oz).

Taste

Cocaine supposedly tastes like a "fruity fireball," with a burning and numbing down the throat. Often this is reported as soothing but others complain that the feeling is uncomfortable. Redux has also released "Cut" Cocaine without the burning sensation.

Health risks

One serving of Cocaine Energy Drink contains roughly as much caffeine as 16 ounces of brewed coffee or three servings of espresso. This level of caffeine may pose significant health problems to young children, pregnant women, and people sensitive to caffeine.

Ingredients

Redux Beverages has published the drink's nutrition label online.^[5]

Ingredients: Carbonated Water, Dextrose, Citric Acid, Taurine, Natural Flavors, Sodium Citrate, Caffeine, D-Ribose, Salt, Sodium Benzoate, Inositol, Ascorbic Acid (Vitamin C), Sucralose, L-Carnitine, Potassium Sorbate, Guarana Seed Extract, Pryridoxine Hydrochloride (Vitamin B6), Cyanocobalamin (Vitamin B12), and FD & C Coloring.

The caffeine content of Cocaine is 280 mg per serving size of 240 ml (8.2 US fl oz).

Trivia

• Cocaine and its creator were featured on the Daily Show, satirizing the controversy over its name.

• Cocaine appeared in the video for the song "Ladies and Gentlemen" by the hard rock band Saliva.

• On the "revised" can, you can peel off a wrapping, and under that it still has the original name.^{[citation needed]}

• The beverage appeared on Episode 125 of the popular podcast Diggnation. Hosts Kevin Rose and Alex Albrecht described the drink as "illegal in the US".

References