Bottles of a popular energy drink named Cocaine are being yanked off the shelf throughout the nation and in local Madison liquor stores.
Cocaine Energy Drink ceased distribution this last weekend after the FDA said the drink was advertised as the ""legal alternative"" to the street drug. The FDA also said the products claimed to be a dietary supplement and treat diseases.
Cocaine was advertised in white, granular writing resembling cocaine powder and was referred to as ""speed in a can,"" and ""liquid cocaine.""
""This beverage should be consumed by responsible adults. Failure to adhere to this warning may result in excess excitement, stamina and ... possible feelings of euphoria,"" the website warned consumers.
""These days, consumers need to read product labels and maintain a healthy sense of skepticism when they decide which, if any, of these [energy drinks] is right for them,"" said Susan Nitzke, professor of nutritional sciences at UW-Madison.
University Liquors manager Joel Kuba said his store is no longer selling the beverage, even though it was previously advertised in their window.
""I actually saw the other day on CNN how the FDA is telling everyone to pull it off the shelves,"" Kuba said, when asked why he pulled the beverage from the shelf.
Kuba said he has tried to get a hold of the drinks distributor to ask questions but has not been successful. Riley's Wines of the World also does not sell the beverage.
Students who rely on energy drinks to stay awake in class or as chasers for shots, may opt to try another brand in the ever-expanding variety of energy drinks, or hold out for a new version of the Cocaine drink.
""Our energy drink will be released in a few weeks with a modified label in order conform to the FDA requests,"" said Jamey Kirby, a senior partner and Founder of Redux Beverage in Las Vegas.
According to Kirby, product demand is enormous and on the group's MySpace page devoted followers have expressed her sadness in many of the page's 1259 comments. The page also features loyal followers in YouTube videos drinking the product.
Additionally, apparel featuring the logo and the products are still available on the group's website.
One serving of Cocaine Energy Drink contains 280 milligrams of caffeine. This is comparable to three cups of coffee, according to Nitzke.
With just 100 milligrams of caffeine drinkers can experience nervousness, sleep disturbances, or rapid heartbeat, according to Nitzke.
