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'Relaxation' Sodas Promise to 'Slow Your Roll'

By Harry Kimball,  Newser Staff

Posted Aug 15, 2009 12:10 PM CDT

(Newser) – In the boom times, people quaffed energy drinks and the industry bloomed to its current $896 million in sales. Naturally, the Washington Post reports, the recession has produced a new star: “relaxation beverages.” Loaded with a somewhat questionable “calming” ingredient also in green tea, the drinks are on the rise. One slogan: “Slow your roll.” Another: “Unwind from the grind.” And Superliminal Purple Stuff Pro-Relaxation Formula doesn’t even need one.

But marketers are trying to sell their products to the same crowd wooed by Red Bull and others. So the message is a little skewed: “We're about not being nervous as we jump out of a plane,” one says. And the new sector is inextricably tied to its polar opposite. One entrepreneur developed a relaxation beverage after the crew of a movie sponsored by an energy drink drank too much of it and devolved into violence. “We started talking and said, ‘Why hasn't anyone done the opposite?’”

Drank.
Drank.   (AP Photo)
Nitrous Monster these new drinks are not.
Nitrous Monster these new drinks are not.   (AP Photo)
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I wasn't the only person speaking 50 miles per hour. It was my personal quest to relax the world. - Peter Bianchi, Drank inventor

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COMMENTS
Showing 3 of 8 comments
jagerhans
Aug 16, 2009 12:05 PM CDT
wasn't beer good enough?
Rembrandt_Q_Einstein
Aug 16, 2009 5:36 AM CDT
Mmmmm....sizzurp.
Sammy
Aug 16, 2009 2:56 AM CDT
One more scam on a public that will buy anything!

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