After being banned from the stores for nearly a year, the controversial energy
drink Cocaine has returned by popular demand. The drink was introduced in 2006
and faced opposition and criticism for being marketed as, “…an alternative
to street cocaine.”
Cocaine Energy was created in 2006 by Redux Beverages and instantly began to cause controversy because of its questionable name. In late December of 2006, law students from the Cleveland Marshall College of Law began working to ban the drink, claiming the name “Cocaine” was immoral for a product being sold to a mostly teenage audience.
The drink was produced until May of 2007 when the U.S. FDA pulled the drink from shelves for being illegally marketed as an alternative to the narcotic of the same name. Court battles ensued between FDA representatives and Redux employee and creator of the drink, Jamey Kirby. Kirby released several statements during the battles where he expressed his certainty of winning the name back. During this time, the drink was sold with a plastic wrapping over the original Cocaine name and logo. The wrapping read, “Insert Name Here,” allowing buyers to write in their own name for the drink. The wrapping itself could be peeled away to reveal the original Cocaine can design underneath. This incarnation did not last long and was quickly suppressed.
In February of 2008, the drink hit the shelves, once again, original name intact. When questioned about the possibility of future controversy, Redux Beverages’ Jamey Kirby said, “All I have to do is look at the orders coming in and then I just laugh at the whole thing.” He added that the company now receives online orders of around 200,000 cases each month.
With nothing but high orders and sales over the horizon, the drink might finally be here to stay. If you haven’t yet tried this tasty beverage, keep your eyes peeled at discount stores for its iconic red and white can design. The drink itself comes in three different versions. The “classic,” contains a strong burning sensation that some find soothing but others find painful. Another version has the sub line Cut Cocaine, which features the original taste without the burning addition Lastly, a Free version, does not contain sugar.
For those who want a serious energy boost with a cool (well, hot) taste, have a look around town for the original 8.4 oz can of controversy, Cocaine Energy!