Cocaine Energy Supplement, also known as "Cocaine Energy Drink", is a highly caffeinated energy drink distributed by Hype Beverages. The label claims it contains more caffeine than rival energy drinks such as Red Bull and Rockstar, symbolized by three and a half steer heads on the label. Aside from caffeine, it purportedly contains 750 milligrams of taurine, a dietary supplement found in many energy drinks, although it is not known to have any health benefits.
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History
Cocaine was created by Jamey Kirby, who used to work as a software executive. Originally, the drink was going to be named "Reboot", but the name was already taken. Instead, the name "Cocaine" was chosen for its potential to be controversial. Kirby founded Redux Beverages in 2006 with his wife Hannah, and launched Cocaine in autumn of that year. According to Jamey Kirby, initial marketing costs merely consisted of sending a case of energy drinks to the New York Post offices. According to the Las Vegas Sun, Kirby made over $1.5 million in sales three months after Cocaine's debut.
Name controversy
While the drink contained no actual cocaine, the product launch attracted criticism from lawmakers and anti-drug organizations, who felt that Cocaine glamorized drug usage to children. That same month, 7-Eleven publicly asked its franchisees to stop selling the energy drink.