We all know about the popularity of so-called "lifestyle" drinks, which purport to add a little extra something to the thirst-quenching experience, be it vitamins, mild stimulants like caffeine or guarana, or herbs credited with near-mystic abilities like ginseng. Once a fairly isolated and fringe segment of the non-alcoholic beverage market, these things have proliferated like weeds over the past few years, and enjoyed considerable success.
Now comes a new drink called DRANK, which takes the whole category to a new, and wholly ridiculous, level. Setting new standards in marketing bombast, the makers of DRANK bill it as "the world's first extreme lifestyle relaxation beverage."
Okay, now I don't know about you, but when I relax there is nothing "extreme" about it. I sit back, maybe even recline, and rest -- no danger, no testing of limits and no knee and elbow pads required.
So what's "extreme" about DRANK? Again according to the press release, it is "the new, go-to beverage for people looking to relax their body, mind and soul without resorting to medication or over the counter sleep aids."
A laudable effect, perhaps, but not a terribly extreme one, if you ask me. In fact, it sounds like the same result I can get from an easy chair and a glass of good bourbon.