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'Cocaine' drink ads won't refer to real thing

Redux Beverages, makers of a canned energy drink called Cocaine, have changed a part of their marketing that called the drink an alternative to the illegal drug.


NEW YORK (CNNMoney.com) -- The makers of the 'Cocaine' energy drink have revamped their Web site to remove a claim that the beverage is an alternative to the real cocaine.

The drink, made by Redux Beverages, had earlier been marketed as "the legal alternative" to the street drug, as well as "liquid cocaine," on its Web site, drinkcocaine.com.

The company also marketed the beverage as "Speed in a Can."

The FDA conducted a review of Redux in February, and said that because the drink is a dietary supplement, it cannot legally be marketed as a product that mimics the effects of recreational drugs.

The findings of the agency's review were sent to James Kirby, founder of Redux Beverages, on April 4.

The FDA also took issue with the fact that Redux had marketed the drink as a potential cholesterol reducer, because its ingredients had not been approved by the agency.

Redux amended the description of the drink on its Web site, saying instead, "The purpose of the beverage is to provide essential sugars, amino acids, caffeine and vitamins useful in supplementing and promoting consumer energy levels."

The company then added text saying that the drink is not a substitute to cocaine, and is not a treatment for disease.

Connecticut cracks down

Connecticut authorities on Wednesday threatened to sue Redux, saying it "dangerously glamorizes drug use."

The Las Vegas-based manufacturer will face legal action if it does not immediately stop selling the high-caffeine drink, Connecticut Attorney General Richard Blumenthal said in a statement.

Its ingredients include legal stimulants like caffeine, guarana -- a South American seed that is a natural source of caffeine -- and taurine, a non-essential amino acid. Taurine is an ingredient of bile, which in turn is needed for fat digestion, absorption of fat-soluble vitamins and the control of cholesterol serum levels in the body.

The drink, which carries a mock health warning saying it can result in "excess excitement, stamina, fun and possible feeling of euphoria," has appeared in stores and the company uses a Web site to market cocktails containing the beverage.

"Naming this product 'Cocaine' is an insult to anyone seeking to deter and discourage illegal drug use," Blumenthal said. "The effect is to verbally trample or obscure the true, hard lessons about cocaine -- for profit."

Officials at Redux Beverages were not immediately available to comment.

Blumenthal said Connecticut is the only state he is aware of taking this step, and legal action could entail damages and an injunction against the drink. Top of page

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