US moves to crack down on 'cocaine' drink

By klaatu · Apr 18, 2007 · ·
  1. klaatu
    April 18 2007 at 12:31AM

    Washington - US health authorities are warning the makers of a caffeine-loaded beverage called Cocaine Energy Drink that the product is being marketed as a "drug" and could be seized.

    The Food and Drug Administration said in a letter this month to Las Vegas-based Redux Beverages LLC that the marketing claims made for the energy drink make it subject to regulation as a drug under US law.

    In the April 4 letter, the FDA said the drink, which contains no cocaine or other illegal substances but has a variety of stimulants including caffeine, "is marketed as an alternative to an illicit street drug", with ingredients "intended to prevent, treat, or cure disease conditions".

    "Street drug alternatives do not qualify as dietary supplements," said FDA compliance direction Pamela Schweikert in the letter.

    The FDA said the claims made for the drink without required authorisation are all violations of the Food, Drug and Cosmetic Act.

    "You must immediately correct these violations," the letter said.

    "If you do not immediately correct them, you may be subject to enforcement action against you without further notice. The Act provides for the seizure of illegal products and for an injunction against the manufacturer and distributors of illegal products. Individuals and businesses that violate the Act may also be subject to criminal prosecution."

    Redux could not be reached for comment. In a statement last week, the company dismissed "rumors and inaccurate reports" that the drink had been banned.

    "Redux Beverages has been in constant contact with the FDA and is moving quickly to fully comply with the FDA's requests," the company said. "No interruption in Cocaine sales is expected."

    "Cocaine" contains more than 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 call it "the legal alternative."

    The product is one of several in a rapidly growing market for energy drinks worth more than $3,5-billion in the US alone.

    But the drink has also drawn fire from local officials, with some municipalities seeking to ban its sales. Last year, the head of the National Centre on Addiction and Substance Abuse at Columbia University called the Redux campaign "irresponsible" and urged retailers not to sell it.



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  1. fnord
    "No interruption in Cocaine sales is expected."

    dont you just love takeing quotes out of context?
  2. Alfa
    The drink sucks. It looks awful. But just by the name: multi millions. Now which product is promoting which?
    I can imagine such a drink would make it hard for LE tapping phones: NO man, I wasn't talking about drugs. It was that energy drink.
    Now send me that pallet of cocaine! Better yet. Make it a sea container.
  3. Riconoen {UGC}
    The drink tastes like drano and the caffiene content is not worth it. Let the consumers decide whether or not they want to buy shitty energy drinks the government doesn't have to get involved in this, it's a crappy marketing ploy and nothing more.
  4. fnord
    swims freind was at a conferance the other day and ended up talking to some ex-whore from a big pharmaceutical company i gusse the guy was saying that energy drinks dont even give you real energy they just mimick the effectys of haveing energy(swims friend explained this alot better)but anyways the guy was saying that they have fileing cabbinets full of info on drugs that really will give you real energy,and the componys do nothing witht them,why?
  5. stoneinfocus
    Some of the se drugs do something, but they need to be high dosed, like in the gramm range to take effect, or are really expensive nature products, then again, just plain caffeine and sugar makes it worth, calling it energy drink and is much cheaper.
    I´m always laughing, when I see "free of perservatives" -yeah, potassium sorbate is expensive, I know!
  6. klaatu
    Cocaine marketing gets revamped

    Apr 19, 2007

    The Web site for Cocaine Energy Drink recently got a make-under. Redux Beverages LLC, the company behind Cocaine, has stripped its Web site of all text calling the drink an alternative to an illegal drug after a stern warning from the Food and Drug Administration.

    The company underwent inspection by the FDA on Feb. 14, and the agency found issues with Cocaine being marketed as a dietary supplement “intended to prevent, treat, or cure disease conditions,” and as an “alternative to an illicit street drug.”

    “We’re correcting the violations that the FDA believes we have,” said Jamey Kirby, senior partner and founder of Redux Beverages. “We’re not going to try to get into a battle with the FDA, because, well, we’d lose.”

    The company’s Web site previously called the product “the legal alternative” to the drug cocaine, “liquid cocaine” and “speed in a can.”

    The FDA sent Redux a letter saying that, as marketed, Cocaine Energy Drink is a drug because the Web site listed the health benefits of the ingredient inositol as preventing hardened arteries and reducing cholesterol.

    Redux was given 15 days to respond to the warning and correct all violations, or it might face legal action.

    “We have gone through and made most of the changes they have requested,” Kirby said.

    The company’s page now says, “Cocaine Energy Drink is an energy supplement; following the guidelines set forth by the Federal Food and Drug Administration for dietary supplements,” but notes the FDA has not reviewed those statements.

    The FDA issued the warning April 4, but the letter became available to the public Tuesday.


  7. klaatu
    'Cocaine' drink in trouble in Conn.

    April 23, 2007

    Hundreds of cases of an energy drink called Cocaine have been seized by the state, which accuses the Las Vegas company that produces it of not licensing the product as required by law.

    It's the latest in a battle that began last week when state Attorney General Richard Blumenthal and Hartford Mayor Eddie Perez denounced the drink because of its name. The drink contains no drugs and is marketed as an energy drink, the manufacturer says.

    Jerry Farrell Jr., commissioner of the Department of Consumer Protection, said Monday that bottles of the drink do not provide coding indicating the source of the drink. State law requires licensing to allow state officials to know whether water used in the production is suitable for drinking, he said.

    "We have no information whatsoever on the drink or its potable water," Farrell said. "If there is a problem, we want to get back to the source of the potable water."

    Jamey Kirby, senior partner and founder of Redux Beverages, which manufactures the drink, said none of the company's distributors mentioned the requirement and Redux was unaware of the problem. He accused state officials of selectively enforcing the law.

    "It's one of those obscure laws that they overlook," he said. "It's not an equal and just enforcement of the law."

    The U.S. Food and Drug Administration also is involved. It issued a warning letter to the company earlier this month, saying it is illegally marketing the drink, which does not contain cocaine, as a street drug alternative and a dietary supplement.

    The FDA cited as evidence the drink's labeling and Web site, which included the statements "Speed in a Can," "Liquid Cocaine" and "Cocaine -- Instant Rush."

    Kirby said Redux has removed from its Web site information objected to by the FDA and which makes medical claims such as that ingredients in the drink can help reduce cholesterol. Redux and the FDA will meet soon to discuss the federal agency's warning letter, he said.

    The drink is named Cocaine to reach young people in an anti-drug effort, Kirby said.

    "Kids want to hear an anti-drug message from other kids, not from adults," he said. "Politicians and adults don't see that."


  8. AntiAimer
    Sick of energy drinks...false advertisement. They never give any energy, what so ever. They all should be banned and the real energy makers should be shown to the public. Which then would belabled as a "drug".

    They could name it anything they want, facts are it's false and they should be sued. If you really have to go through all the trouble, then the product must not work as is intended, just like the lose weight pills. People will never learn.
  9. klaatu
    Connecticut Attorney General's Statement On State Order Embargoing Cocaine Drink

    Tue, 04/24/2007

    "We welcome this embargo, immediately stopping sales of this unlicensed 'Cocaine' energy drink. My office will continue the fight to ensure that this product is permanently banned from store shelves because it dangerously and irresponsibly glamorizes illicit drug use, especially for children. We will continue to work closely with the Department of Consumer Protection to ensure that Redux Beverages complies with this embargo - or we will take aggressive legal action.

    "Last week, my office demanded details about how many cans have been sold in Connecticut - potentially violating federal and state regulations.
    "Parents should be outraged at this reprehensible marketing scheme - an insult to anyone seeking to deter and discourage illegal drug use.
    "This united front in fighting 'Cocaine' - mobilizing state, federal and local agencies - should send a message to 'Cocaine' manufacturers: this so-called legal alternative is unlawful and unwelcome on our state store shelves."

    Source: Connecticut Attorney General's Office
  10. Benga
    swim feel old
    first there was mecca-cola (
    now the cocaine energy drink, garanteed with no cocaine.
    what's next in twisted merchandising ? UrGenital pop ? Fresh and sparkling LSD the hallucino-drink ( Living the Soda Dream) ? Hemmoroids Soda ? SocialDemocracy Cola ? Cool Mint Amen ?

    blessed be the world of advertising...

  11. klaatu
    Personally I'm just waiting for them to link it to Al Qaeda....


  12. fatal
    the funny part is they are giving it far more publicity and only furthering their very marketing strategy by allowing the drink to be publicized as a drug... which definitely makes me want to fucking buy it. as a matter of fact im going to go google cocaine right now and buy some. thanks FDA:beer cheers


    edit: i just realized how funny "im going to google cocaine and buy some" actually sounds lol
  13. Alfa
    Something tells me the Israeli's behind the cocaine drink knew this would happen sooner or later. ;)
  14. Benga
    seems like a trend don't it... maybe a fusion will happen and we'll see the birth of the new drink : NeoCocaine² ....
  15. mordecai8614
    The drink really is nasty. Burns the throat, and leaves you feeling like "wow, something in my body is taking a hit for this."

    That's just SWIMS comment with the actual drink. SWIM thinks the marketing for this product is really smart. It's a gross energy drink (a field of drinks that is aleady over-flooded), and yet they are selling. SWIM admires a company that can push the envelope and stir up a little controversy....and make a buck off it. SWIM really doubts any kid is going to see/drink this product and think "wow, lets do some lines". :snort:

    Lucky for the parents though, when their teen is caught with drugs, they have yet another thing they can use to point the finger at and press blame on.
  16. Nagognog2
    Now to market the "Zyklon-B" energy drink! That's nowhere near as offensive to the right-wing zealots as the word 'cocaine.' Zyklon-B to Help Your Concentration! ...I'll make a fortune! Or cause a riot.
  17. zera
    Not that I would know, but from watching the Wire I would hope that any cocaine trafficer worth his pay wouldnt be dumb enough to actually not use a code word for drug shipments.

    Ironic fact: The chemist who first synthesized Zyklon-B was Jewish, and I believe later killed in the holocaust.
  18. grecian
    Drink called 'Cocaine' taken off shelves

    Maybe not strictly a drugs-news story, but at least drugs related. And it made me laugh on the way to work so I thought I should share it. Love the bit about glorifying drugs-use especially.

    From the Metro

  19. RunRedFox
  20. Nagognog2
    Don't bother to ^^^ as I merged the two.
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