Kent News - New Simply Cocaine drink angers anti-drug groups

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Friday, September 3 2010, 6:51

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New Simply Cocaine drink angers anti-drug groups

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Promotional shot for the controversial new drink

A Kent drinks firm has defended its new product, ‘Simply Cocaine’ after it came under fire from anti-drugs groups, writes Rachel McCathy.

This comes just one year after another company in the county, Ocke Cokey in Tunbridge Wells, was also slammed, for planning to launch a British version of an American drink, called ‘Cut Cocaine’.

Simply Drinks, in Hawkhurst, launched their new bottle last month, advertised as a high energy drink with a lemon fizz, featuring a character called ‘Charlie’.

It contains twice the caffeine of a Red Bull drink and the company said the product is only for those over the age of 18.

As such, they have advised wholesalers it should not be sold in shops or supermarkets, but instead to bars and clubs who are happy to stock it.
Owner of Simply Drinks, Daniel Evemy, said the drink, which is also available to buy online, is proving popular.

“It is targeted at 18 to 35 year olds with a sense of humour,” he said.

“There is no cocaine in it, it is 100 percent legal.
“Energy drinks are a £1 billion a year industry and we wanted to get in there.

“We knew we would be attacked, it is a contentious name, but so was Opium perfume when it was launched.

“I think it is better to talk about these things rather than brush them under the carpet.
“We are just targeting our market, there is no harm meant by it.”

He added: “The name is a shock tactic and is just poking fun.

“Everyone wants to make some money in this climate and customers love it, it is flying off the shelves.”

But the launch has angered some anti-drug charities.

Martin Barnes, Chief Executive of DrugScope, said: “This is little more than an intentionally provocative, cynical but rather tired marketing stunt.

“This is not the first time a company has attempted to court controversy by launching an energy drink with ‘cocaine’ in the brand name.

“I'm sure most young people will see through the branding ploy for what it is, but making light of an illegal drug that can, and does, cause harm isn't helpful nor particularly smart."

Find out more about the drink at www.simplycocaine.com.

POSTED: 11/09/2009 22:00:00