Word: drank
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...caffeinated culture, so will the masses want to move in the other direction and drink Drank to come down? We know beer and wine will relax us, but how exactly are these weird chemicals in a purple can altering our body chemistry? On the flip side, the Drank concept taps into the dominant trend in the beverage industry. Cola sales have sunk as people move to functional drinks that promise to hydrate you, focus you, give you a boost and perhaps calm you down. "Consumers want the added benefit," says Tom Pirko, president of Bevmark LLC, a consulting firm...
...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...
...Drank's ingredients could stir an even bigger controversy. Melatonin, valerian root and rose hips give Drank its calming effect. Melatonin is a hormone that is sometimes used to treat insomnia and jet lag. A medicinal herb, valerian root relaxes the central nervous system and can quell anxiety. The rose hips provide antioxidants. But do I really want to buy a pharmacological mix at 7-Eleven? Is it safe to drink this cocktail over the counter? "I would not recommend it," says David DiPersio, clinical pharmacist at the Vanderbilt University Medical Center. "Valerian roots and rose hips are not really...
...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 or purity of possible contaminants...