Cocaine - The NEW energy drink

The maker of the latest high-energy drink - Cocaine - must have snorted the real thing, a Queens lawmaker charged yesterday.

Councilman James Sanders Jr., a Laurelton Democrat, said he was shocked when constituents informed him last week about the latest drink hitting the shelves in New York City and Long Island. At a City Hall news conference, he said the drink's name and claims it contains a massive amount of "energy" send the wrong message to young people, who may think the actual drug was OK to use.

James Kirby, the senior partner and founder of Redux Beverages, a Las Vegas-based company that created the drink, dismissed arguments that it would lead to drug use, but described it as an alternative to the real thing.

"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,'" said Kirby, who said he picked the name knowing it would generate controversy and free promotion. "Cocaine is associated with energy, and we're allowed to do this."

But Cocaine Energy Drink, touted as "the legal alternative" to the controlled substance, has touched a raw nerve with some Queens residents and a lawmaker who want to clear shelves of the new product.

Declaring side effects such as "extreme amounts of energy" and a warning to "drink at your risk" on its Web site, the carbonated drink's promoters imply that it can deliver "euphoria" without the risks associated with the deadly drug.

"We will not be silent in the face of this," Sanders said. "Yes, there is a danger we're going to give him advertisement, but at the same time, what would happen to our conscience if we did not speak up?"

Sanders said he will ask the city's Department of Health and Department of Consumer Affairs to investigate the product and its content. The health department did not comment yesterday.

The drink's Web site, www.drinkcocaine.com, has red and white graphics similar to those of Coca-Cola, and identifies a handful of stores in New York City and one in Long Beach under the icon "dealers" that sell the drink.

At the Hello Deli on Broadway in Manhattan, owner Rupert Jee said he realized the name would be controversial when he agreed to sell it.

"From a marketing standpoint, they made a bull's-eye on that because just the name itself was selling the product," said Jee, who makes frequent appearances on "Late Show with David Letterman" from his deli near the theater. Jee said he's sold some cans of Cocaine, which sells for $2.75, but it's not as popular as Red Bull, another high-energy drink. "So long as it's not hurting anyone, I see no reason not to sell it."

In Long Beach, a manager at Monarch Beverage said he stopped carrying the drink. "They dropped off three cases, and someone came in and bought it all, and that's it," said the manager, who declined to give his name. "We're not carrying it."

A manager in a Bellerose store said: "We're thinking of discontinuing it. We don't want any controversy. Maybe they should change the name."

Staff writer Joseph Mallia contributed to this story.

Beverages with buzz

Caffeine levels for some popular drinks

Snapple Lemon Tea (12 oz.) 31.5 mg

Coca-Cola (12 oz.) 34 mg

Pepsi-Cola (12 oz.) 38 mg

Dr. Pepper (12 oz.) 41 mg

Mountain Dew (12 oz.) 55 mg

Red Bull (8.3 oz.) 80 mg

Cocaine Energy Drink (8.4 oz.) 280 mg

Starbucks coffee (16 oz.) 372 mg