Energy Drinks part 2

(Monster is produced by Corona, Calif.-based Hansen Natural Corp., and Rockstar, distributed by Coca-Cola Co., is made by Las Vegas-based Rockstar Inc.)

Greenberg said the fierce competition among hundreds of new drinks, with Austria-based Red Bull guarding the biggest market share, leads to a "ratcheting up" of taboo names as companies try to break out from the crowd.

Cocaine Energy Drink, which launched in September and now sells in convenience stores and nightclubs in six states, is the latest example, following a twisted logic set by drinks named Pimpjuice and Bawls.

Hannah Kirby of the Las Vegas company behind Cocaine Energy Drink said Greenberg has it right. Kirby and her husband, Redux Beverage founder James Kirby, wanted to call their drink by the ho-hum name Reboot. That name was taken, so they decided to get provocative.

They're getting the attention they craved, along with some canceled orders. Following complaints from parents, convenience store operator 7-Eleven Inc. recently told franchises to pull the drink from its shelves.

"We knew we would get noticed against a thousand other energy drinks," she said. "We knew kids would find it cool, but we also wanted to stress the idea that it's an energy drink, you don't need drugs." Their slogan is "The Legal Alternative."

The Kirbys are parents of an 18-year-old son, Kirby said. The boy grew up hearing he shouldn't drink energy drinks on a school night.

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"Cocaine looks so freaking tight. I NEED THIS STUFF. Next weekend, me and 3 friends are going to take a 6 hour roadtrip to NYC just to get our hands on this stuff." В— From a comment on the MySpace page of Cocaine Energy Drink.