The Y Factor

Where to Draw the Line

with Christian McLean

The adventures of cocaine and caffeine didn’t start with 21st century energy drinks offering lofty promises. In 1886, an Atlanta druggist named John Styth Pemberton concocted a fizzy beverage and named it Coca-Cola because it was comprised mainly of coca leaf and kola nut extracts (as well as many other ingredients). It was advertised as a cure for melancholy, headaches and all that ails. But just four years later, the cocaine was yanked from the drink because the drug was reported to cause unruliness and violence.

The name stayed and the cola is still thriving over 120 years later (which is an article in itself), but more interesting is that the popularity of the narcotic cocaine is also still thriving, rivaling that of the drug’s heyday in the 1980s. And while it is still dangerous, still expensive, and still illegal, the folks at Redux Beverages LLC, have come up with a drink which they deem is a “legal alternative” to the drug, and it shares the same name.

Cocaine the drink has stirred controversy across the country. Many communities have tried to ban the beverage with claims that it attempts to make light of the narcotic (which has an addict population of over two million). When questioned about the namesake, the owner of Redux Beverages Hannah Kirby said, “We knew kids would find it cool, but we also wanted to stress the idea that it’s an energy drink. You don’t need drugs.” The irony, of course, is that caffeine is a drug. And with 280 mgs of caffeine in 8.4 fluid ounces, they are sending the message that you do need drugs. Maybe this drug is not illegal or very expensive, but it is still slightly dangerous, addictive and not without side effects.

The fact that Kirby admits “kids would find it cool,” says a few things about our country. A) We glorify drug use. Despite the “Just Say No” campaigns, film and media do nothing to quell the use of narcotics in America. B) Even though the warning on the side of the Cocaine can reads, “Not recommended for pregnant women, children, or people sensitive to caffeine” it is clearly targeted towards children.

From a marketing standpoint, the idea is quite creative. It breaks taboos, provokes conflict and publicity – all for free. As we know, there is no such thing as bad publicity. So while you read this article, part of you is probably thinking, “I wonder what this stuff is all about?” and you may want go out to buy a can. For that reason alone, I am sorry. Apart from the marketing, I find naming a beverage targeted toward children after a narcotic rather appalling.

Sadly, for now, both types of cocaine are here to stay. With a campaign that markets Cocaine as the most powerful energy drink in the industry, boasting a 350% higher energy content than Red Bull, its popularity will continue to rise as kids and adults look for the next thing to keep them going. While we find that the idea of an energy drink with 280 mgs of caffeine aimed at children shocking, the average 16 oz. grande Starbucks coffee contains 372 mgs. That’s almost 100 mgs of caffeine more than Cocaine.

Caffeine is the most abused drug in America. Our country has a non-stop attitude to work harder and longer. We stress the importance of excelling and being all we can be. It takes a toll on our bodies and minds, but instead of resting, taking vacation and personal days to recharge the batteries, we chug an energy drink or go vente on our coffee. This type of lifestyle breeds abuse.

Seven out of ten Americans aren’t getting the recommended eight hours of sleep a night. After a shorter-than-needed night of sleep, what is the first thing we do in the morning? Have a cup of coffee. We perk up and go on about our day, restocking with energy drinks, soda, tea, and more coffee. By the time we get into bed we’ve consumed hundreds of milligrams of caffeine and cannot fall asleep, creating a never-ending cycle.

Cocaine is just another attempt to prey on the American lifestyle, but it isn’t the only beverage jumping on the illicit drug bandwagon. Meth Coffee is trying to get their piece of the $11 billion dollar caffeine market with a super jazzed-up coffee “dusted with yerba mate.” The website is an edgy, hip, anti-establishment type fare, which reads like someone hopped up on meth trying to push a drug. And while Starbucks isn’t introducing the vente mocha Crackuccino anytime soon, it seems like the desire for more and more caffeine in our daily lives will continue to get higher until either the market or we crash.