That’s not a Photoshopped can Rupert, of The David Letterman Show fame, is holding. It’s the actual name of a new energy drink that’s causing a bit of a ruckus in New York City.

Launched in Las Vegas and now available in Los Angeles, San Diego and in a handful of stores in New York, Cocaine is promoted as “the legal alternative” to the real snow white. Stirred up in the basement of the Redux beverage factories, the makers say they have the perfect competitor for Red Bull. Their witches brew is made with 280 mgs of caffeine, three times the amount of Red Bull’s 80 mgs. It’s said to have a fruity taste, and within 5 minutes, hits you with a shot of dextrose sugar energy and then 2-3 hours of caffeinated high flying.

There is also a reported secret ingredient to emulate the numbing effect of real cocaine.

James Kirby, the senior partner and founder of Redux beverages, said “People know the difference; I don’t think people will look at our drink and say, ‘Oh, I’m going to buy some real cocaine. Cocaine is associated with energy, and we’re allowed to do this.” And what are they doing? They’ve created a Myspace page for the drink where you’ll see lots of people clamoring for their cocaine hit. On the official website they suggest whipping up cocktail recipes with names like: Liquid Cocaine, Cocaine Smash, Cocaine Blast and Cocaine Snort.

No surprise this has caused some controversy, but Kirby said they are willing to take the good with the bad. So far it’s been bad. Joseph A. Califano Jr., chairman and president of the National Center for Addiction and Substance Abuse gave the drink five names: insidious, disgraceful, irresponsible, reprehensible and disgusting. In a statement Kalifano said it is.. “clearly aimed at children and teen partygoers.”

New York councilman James Sanders, said the drink’s claim of giving a boost of energy may give people, particularly teenagers and young twenty-somethings, the impression that the actual drug was OK to use too. You know, the thought creeps in, why not step up and try the real thing? Referring to the company’s marketing attempts, Sanders said, “Is there nothing you won’t stoop to? What will you market next, pedophile peanut butter? Gang-rape Juice? How about genocidal jelly?”

Haha. I think Sanders is a part-time comedian.

A councilman from the Bronx, chimed in with a simple assertion: “it proves one thing: you are insane.”

A Long Island store owner said he ordered a few cases which sold out, but he won’t be re-ordering any time soon. At least in the New York area, the fight will continue to get it off the few store shelves it’s on. Brooklyn councilwoman Letetia James said, “I say, down with Cocaine and up with milk.” Umm, is she not aware of the rampant lactose intolerance in her community? That stink in the project hallways isn’t just yellow liquid. *jokes*

No joke is the subconscious idea that Cocaine is some how good. Mess around and you’ll be Pookie..

“Baby, you used to be the Prom Queen, now you ain’t nothing but the Prom fiend!”