Last Updated: 9/5/2008 8:10 AM
Drank is one of the new "relaxation beverages," which promotes itself as being able to calm and slow things down. It has a pretty pleasant grape flavor, although the use of high fructose corn syrup leaves a sugary coating in your mouth. There's a moderate amount of carbonation, giving this drink a lot of similarities to a CSD in terms of mouth feel and taste. There's added rosehips, valerian root, B vitamins, and melatonin, a supplement known as a natural sleep aid. That last ingredient has prompted the marketer to place a warning that the product may cause drowsiness. It's the first time we've seen such a claim, so it's hard to say how that will resonate with the consumer. Our biggest issue with this product is the less than subtle drug reference found in the name "Drank", a reference to the mixture of cough syrup, soda, and candy known as "Purple Drank." Realistically, we don't think that reference will help with anything more than the novelty buyer, who probably isn't going to load up on beverages to help relax. Overall, a new approach to branding and the removal of HFCS could make this a pretty interesting product.
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