LATEST BUZZ IS IN A CAN
SUGARY 'COCAINE' DRINK
New York Post, September 17, 2006
-- A new energy drink that crashed runway
parties last week is called Cocaine, and its
makers are billing it as "the legal alternative"
to the white powder drug.
drink's maker maintains that "doing Cocaine" -
the beverage, that is - gives you a bigger and
better high without the crash that other energy
They say a high hits you within five minutes,
followed by a caffeine boost 15 minutes later.
But hold on - the ride lasts five hours and the
concoction is "350 percent stronger than Red
Bull," they claim.
They argue that the effect is part chemical -
this drink uses "simple" sugars that don't need
to be broken down by the body to create a sugar
buzz, and a much larger dose of vitamin B12 -
and part psychological.
"When a person sees the name of the drink, some
psychological effect happens and the person is
already experiencing the energy buzz before they
even open the can," speculates Cocaine inventor
Jamey Kirby, whose company, Redux Beverages, is
"I can think of no other product except real
cocaine that could have that effect on the
public," he said.
Does it get you high?
Taste-testers say the drink, which tastes
something like a "liquid cherry Jolly Rancher"
candy, hits you hard.
"It does give you a little rush," said one
sipper of Cocaine, which is slated to be sold in
nightclubs Mannahatta, Identity and Stereo, as
well as groceries like West Side Gourmet, this
"It's like I'm high . . . I keep bobbing my head
to the music," said the guinea pig.
Another taster, however, hated the feeling the
drink gave her. "I don't like the tingly feeling
in my chest. I feel my heart racing - and I'm
not being paranoid . . . I feel looped!"
Another said it led to an immediate and
irritating onset of heartburn.
Kirby confessed that an ingredient was added to
slightly numb the throat to add an oral
sensation - much like cocaine does.
The company is marketing the drink to partiers
instead of health nuts and workaholics, and has
attracted rock-industry investors like Curt
Cuomo, a Grammy-nominated writer and producer
famed for penning KISS hits like "Psycho
It's so new, health experts haven't weighed in