It seems that the market for energy drinks has a lot of…energy. Our markets are flooded with all manners of caffeinated, vitamin-laced drinks, carbonated or not, and all gunning for Red Bull, the inceptor of it all. Moreover, these drinks are typically marketed as a great mixer with alcohol. Now there’s an energy drink that goes against the grain and while the name may raise eyebrows, there’s more to it than meets the eye.

From St. Louis comes the latest energy drink entry with a controversial name - Pimp Juice. This tart/sweet, non-carbonated drink is the brain child of superstar rapper Nelly, whose drink website (www.letitloose.com) claims, “Pimp Juice represents the new and improved energy drink for today’s active and health conscious consumer.” Interestingly the drink is not marketed to be mixed with alcohol but the trend in clubs is to do just that - specifically with vodka or gin which is said to blend nicely with Pimp Juice’s tropical berry flavor.

Still not convinced that there’s good coming from this questionably PC drink? Soothe your conscience with the knowledge that Nelly is committed to community progress and development: a portion of the sales of Pimp Juice goes towards his charity foundation 4Sho4kids and funding college scholarships.

Filed Under: Wine & Libations