DRINK TAKES SNORT AT RED BULL

A controversial energy drink named after a Class A drug and likened to
party pills is coming to New Zealand.

Cocaine Energy Drink, which contains three-and-a-half times the
caffeine of Red Bull, is due to be on the shelves by August.

The American product, banned in Texas, is being distributed by
Christchurch-based Wize Marketing, which said it would be breaking no
Kiwi law.

But the move has been criticised by a leading educationist who warned
children could get hooked.

Wize director Geoff Percy, whose company is also involved in the party
pill business, said an initial shipment would contain 200,000 cans of
Cocaine and its sister drink Brawndo. The drink, which also comes in a
sugar-free variety, will retail for about $2.99.

Percy expected outrage from some parts of society but defended the
drink as "beautiful" and said its name was "edgy". "There are party
pills out there called things like Crank [a US street name for strong
amphetamine]... then there's Coke. What's the difference?"

Cocaine is produced by Las Vegas-based Redux Beverages and caused
national outrage in the US when it was launched in 2006.

Its website carries a parental consent advisory and it was pulled from
US shelves for a time while the legality of its trademark was disputed.

Percy predicted the product would shake up New Zealand's energy drink
business and give market leader Red Bull a run for its money.

"It's a good product, a really nice drink. There has been a lot of
research done into the flavour."

While he expected the drink to be on shelves by mid-August, he said he
was taking steps to making it R18 because it was a "stimulant"
unsuitable for children.

He said drinking a 240ml can was "very similar to taking a mild dose
of BZP" _ the recently-banned chemical compound found in party pills.

Each can contains 280mg of caffeine, 750mg of taurine and
guarana.

Percy had a can about 11pm one night and was unable to sleep until
4am, but he denied claims of some overseas experts who said it could
cause heart palpitations.

He believed energy drinks were the future of safe partying and,
despite distributing some non-BZP stimulant pills, believed they had
had their day. "They need to be made to a proper standard [and]
controlled," he said.

The pills he brought in from the US were approved by the US Food and
Drug Administration, he said.

Post Primary Teachers Association head Robin Duff said the drink's
name was a "cynical marketing ploy" that had set out to be "cool", but
he stopped short of calling for a ban. "The moment you do that will be
the moment it suddenly becomes popular," he said.

Duff said caffeine could become "hugely addictive" which was of
concern, especially when young people were concerned.