Word: bianchi
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...What the heck is this stuff? On its purple cans, Drank calls itself an "Extreme Relaxation Beverage." The drink's motto: "Slow your roll." Bianchi, a former financier who started Innovative Beverage seven years ago and introduced Drank in early 2008, pitches his product as an alternative to alcohol. "We wanted to give the people on the go something to drink during the day which would help them relax, calm down, and not have to keep an old bottle of gin in their drawer," says Bianchi. You can also take a sip before bedtime and perhaps save yourself some cash...
...name Drank has roots in Houston's hip-hop scene; "purple drank" is a slang term for an illegal concoction that mixes codeine syrup with soft drinks or alcohol. Several Houston community leaders have protested the beverage's name, arguing that it glorifies the drug culture. Bianchi, however, insists that Drank, despite its purple can and name, is not referring to purple drank. Of course it isn't. "The word drank is celebratory slang," he says. "The name of my product is hip and fun to say: 'I'm going to get my drank on,' " Bianchi says, sounding quite...
...Bianchi notes that melatonin, valerian root and rose hips are all on the FDA's list "Generally Regarded As Safe," or GRAS, right alongside sugar and salt. "Anything to excess is going to be bad for you," Bianchi says. "I can sleep at night with confidence that our consumers can enjoy and be fine with the product." The CEO says no one has complained of Drank side effects. For DiPersio, however, GRAS isn't good enough. "Just because something is on the GRAS list doesn't mean the product is definitely safe," he says. "You don't know the source...
...consumers are drinking it up. Bianchi, whose company trades publicly on the over-the-counter market, is making very bold promises for Drank and its potential shareholders. "By the end of the year, I will be in every grocery store in America and every food-drug chain in America, just like Red Bull," Bianchi boasts. "I'm in negotiations with every major drug chain and every major grocery store chain, and I will go on the record and say it's with them contacting us, without our solicitation to them." Bianchi rattles off the list of chains he says have...
...Will Bianchi back up his big talk? Well, a sedation movement would make some sense, given all the stresses surrounding us. "In this time of great anxiety, anything that allows you to be calm has tremendous benefit attached to it," says Pirko. "The timing might be perfect on this." So kick back, relax and crack open a purple can. Just Drank at your own risk...