Thursday, April 12, 2007

New Energy drink "Cocaine"?

Taking aim at 'Cocaine'
ENERGY DRINK Alderman wants product to join smoking, BB-guns on long list of restrictions
April 12, 2007
FRAN SPIELMAN City Hall Reporter

An energy drink billed as more than three times stronger than Red Bull and marketed under the "shameful" brand name "Cocaine" would be banned in Chicago, under a crackdown proposed Wednesday by the City Council's most powerful alderman.
Finance Committee Chairman Edward M. Burke (14th) has already championed a 2005 ban on the sale of marijuana-flavored candy.

Now he's setting his sights on "Cocaine," an energy drink produced by Las Vegas-based Redux Beverages that's made to "glamorize" the namesake drug and "simulate" its effect.
With 280 milligrams of caffeine and a secret "throat-numbing" ingredient, "Cocaine" energy drinks are "marketed to give a high coupled with a tingly, euphoric feeling within five minutes of drinking it, followed by an initial boost and a buzz" that lasts as long as six hours, according to the proposed ban.
Energy drinks have become the rage among American teenagers, with 7.6 million or 31 percent of the teen population drinking them. Hundreds of new energy drinks reportedly hit the shelves this year. It has become a $3.4 billion-a-year business.
Burke's ordinance would prohibit licensed Chicago retailers from "selling and storing" energy drinks sold under the brand name "Cocaine." Violators could lose their licenses and face fines of $300 a day for each offense.

(Now, that is marketing)


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