A legal cocaine? That is what US-based Redux Beverages said it would be marketing. Well, only it was not going to be the banned drug, but merely an energy drink.
In September last year it announced the launch of Cocaine, describing it as a "legal alternative" to the illegal drug.
Jamey Kirby, the drink's inventor, said the name for the drink - Cocaine - came to him during a brainstorming session at 1 o'clock in the morning.
"It's an energy drink, and it's a fun name," said Kirby. "As soon as people look at the can, they smile."
Kirby said Redux wanted to make a beverage that would send a sensation to the mouth. He describes Cocaine, the new beverage, as a "fruity, atomic fireball" drink.
The 8.4 fluid ounce energy booster has no actual cocaine in it, but it does contain 280 milligrams of caffeine.
The beverage was initially marketed to give a person a "high" coupled with a tingly euphoric feeling within five minutes of drinking it. That initial boost is followed 15 minutes later by an energy buzz that will last five to six hours, according to the company.
Kirby claims Cocaine is "350 percent stronger than Red Bull" but that people do not experience the "sugar crash" or jitters that he says some of the other energy drinks can produce.
On the drink's Web site, www.DrinkCocaine.com, it posts a variety of alcohol and Cocaine combinations.
The drink contains over 1,100 milligrams of caffeine, slightly more than a large Starbucks coffee, according to the company, and among the highest in the category.
It also contains taurine, an amino acid, and guarana, a stimulant from a South American plant, as well as vitamins and other ingredients.
The makers pitched it as "the legal alternative" to compete in a rapidly growing market for energy drinks worth more than 3.5 billion dollars in the United States alone.
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