Do These People Need a Shrank?

After launching in their hometown earlier this summer—where Houston-based Innovative Beverage Group Holdings (IBGH) says it’s “flying off the shelves”—the company has finally brought their #1 stunna, Drank, to the New York market.

“Calming Drink Captures True Taste of Hip Hop Culture,” notes the company’s release.

The grape-flavored, carbonated beverage was carefully developed with the hip hop community in mind. From design to production, every aspect of this calming drink was inspired by artists like Ludacris, TI, Three 6 Mafia, and the late DJ Screw, who embrace the much sought-after hip hop lifestyle that encourages people to “slow their roll” and capture a stress-free state of mind.

A 16-ounce can sells for between $1.99 to $2.49. Plus,

“Drank” contains a combination of Valerian Root, Rose Hips, and Melatonin designed to “slow your roll” after a hectic day. A calming beverage, Drank is formulated to relax the body, mind, and soul. “Drank” is the perfect lifestyle beverage for those who can appreciate extreme relaxation. So grab a Drank and “Slow Your Roll”!

Joyous.

Obviously, Drank openly alludes to the Houston-based “purple drank” phenomenon immortalized is such records as Three 6 Mafia feat. UGK’s “Sippin On Some Sizzurp,” and Big Moe’s “Purple Stuff,” right.

Drank is made by blending cough syrup of prescription-strength—containing codeine, a narcotic, and promethazine as active ingredients—with Sprite or another mixer, and drinking it for a powerful high. In overdoses, respiratory failure and/or cardiac arrest typically deliver the fatal blow.

The abuse of the drug has been blamed in the deaths of, among others, hip-hop artists named in the above tracks: Chad “Pimp C” Butler of UGK, right; Kenneth “Big Moe” Moore; and Robert Earl Davis, Jr., aka DJ Screw, widely hailed as the originator of drank-buzzed, “chopped and screwed” production sound which has defined the scene.

(Interestingly, though IBGH names Screw as both influential and “late” in their press release, above, they little hint that his death was caused by the eponymous drug whose notoriety they seek to emulate.)

Drank, the energy drink, above, itself contains no drug. But can, and, even more, should, a company use illicit drug nomenclature and imagery to market products, specifically ones that might be seen, or even consumed, by vulnerable, non-white minors?

Is this legal?

And even if it is, is it right?

Are these people insane?