1. No category

Relaxation
(Downer) Drinks
Missouri’s Youth/Adult Alliance
What are Relaxation Drinks
Relaxation drinks are also
known as functional beverages.
A functional beverage can be
defined as a beverage that satisfies one‟s thirst, contains no
alcohol, comes ready to consume, and includes nontraditional ingredients such as
vitamins, herbs, minerals,
amino acids, etc.
Common ingredients in relaxation beverages include: melatonin, valerian root, kava, St.
John‟s wort, the amino acid Ltheanine and rose hips.
These drinks are often referred
to as “downer” or “anti-energy
drinks” because of the proclaimed calming effects of the
herbs, amino acids, vitamins,
etc. that are in the drinks.
Currently there are more than
350 kinds of relaxation bever-
ages available for purchase to
the general public. At least 20
different brands
are available for
purchase online.
Because these
beverages are
non-alcoholic,
there is no age
restriction on
who can purThe above depicts a select few of the ever growing
chase these
relaxation beverage market.
beverages.
Photo from: http://abcnews.go.com/Health/
Relaxation
MindMoodNews/relaxation-drinks-sending-wrongbeverages
message/story?id=9075829&page=2
have seen an
increase in
demand due
Relaxation drink companies are
to worsening economic condiprofiting off of the population‟s
tions among other reasons.
desire to relax and relieve
Consumers of functional beverstress. Relaxation beverages
ages are wanting those that tout
alone are expected to generate
working as mood enhancers
more than $500 million in reveand stress relievers.
nue over the next year.
FDA Classification, Regulation and Health
Risks
Relaxation drinks are unregulated by the FDA because they
are considered a dietary supplement. Therefore, the safety of
the products and the ingredients
in the drinks are the responsibility of the manufacturer.
There are no rules limiting the
serving or amount of any particular nutrient in a dietary supplement; this is left to the discretion of the manufacturer and
is not reviewed by the FDA for
safety.
Photo
media from: http:/
/mypu
rplest
uff.c
Concerns have been raised
regarding the safety of relaxation drinks because some ingredients have not been approved
as a food additive, but have
been Generally Recognized As
Safe (GRAS) by the FDA.
(Continued on page 2)
om/
FDA Classification, Regulation and Health Risks (continued)
Relaxation drinks being unregulated has
also sparked concern due to possible interactions between some of the ingredients
and not only prescription medications, but
natural hormones produced by the body;
for example, melatonin.
Another health concern that has been raised
is the possibility of people using relaxation
drinks as a “downer” to help them relax
after consuming more than the recommended serving of a caffeinated energy
drink. Add alcohol , a “downer,” into the
mix, and there is potential for a very dan-
gerous combination.
A final concern that has been raised, is the
potential for confusion with energy drinks
due to similar packaging….mistake or intentional?
In larger, urban areas, gas station and convenience store clerks have seen an increase
in youth ages 18
-24 purchasing
relaxation drinks
after coming
from nightclubs,
where alcohol
and energy
n
drinks are a
laxatio
the re the
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f
regular menu
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ontain
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Marketing Strategies
The United States population has recently
seen an increase in dedication to healthy
living, and the functional beverage industry is profiting from this. Americans are
becoming more aware of natural herbs and
vitamins and the potential health benefits
from these supplements. With the use of
trusted ingredients and “pro-health” wording, relaxation beverages have become a
multi-million dollar industry.
Probably the most controversial issue surrounding relaxation drinks,
is that youth and younger adults may be getting the wrong impression from these drinks. With names like “Mary Jane‟s Relaxing
Soda” and “iChill,” and products being marketed in flashy containers and on social networking sites, youth and young adults are being
bombarded with messages about alternative ways to cope with
stress.
“Mary Jane‟s Relaxing Soda”
originated from the herb kava
being added to a soft
Not only have marketing efforts targeted
drink and resulting in a
audiences and given away free samples of
“buzzed” feeling simiThe makers of
their products to these audiences, relaxation
lar to marijuana, thus
beverage companies are using situational
the name “Mary Jane.” “Dream Water”
target the adult
marketing. For example, two relaxation
For a young target aubeverages have been formulated to reduce
dience this product line population with their
stress during air travel and are being marmay come with expec- slogans “drink to
dream” and “dream
keted to air travelers.
tations of marijuana
responsibly”
being
incorporated
into
Another marketing strategy being used is
the
product,
or
feeling
the claim that relaxation drinks are an alteras if one had smoked
native to having an alcoholic beverage.
marijuana. Not to menCompanies are stating their products can be
tion, packaging for
used not only in the evening and
this beverage is
Shown above, a picture of Mary Jane’s Relaxing Soda
on weekends, but can also be
remarkably similar
Photo from: http://www.vaporsmagazine.com/2009/08/
used during the day to relax
in appearance to a
kickback-soda/
and./or to calm down. One could
beer bottle.
say , instead of learning to cope
with stresses in a healthy way,
another alternative is being offered.
Page 2
Relaxation (Downer) Drinks
Controversy Behind Relaxation Drinks
Some relaxation drinks have encountered a
great deal of scrutiny based on their names.
“Drank,” “Sizzyrup,” “Purple Stuff,”
“Lean” and “Sippin‟ Syrup” are the top
three relaxation drinks facing the most opposition from many communities. With
slogans like “slow your roll” and “grip and
sip,” “lean with it” and “rock with it” these
relaxation drinks have attracted media attention in Texas and among the hip hop
community.
This potentially deadly mixture when taken
in high doses can lead to sleepiness, altered
thoughts and impaired motor functions,
which can often lead to someone having a
“lean” in their walk.
Communities are outraged that these relaxation drinks
share some of the
same street names
as the cough
syrup mixture.
Community leaders, health officials and parents
feel as if their
youth are being
targeted by these
relaxation drinks
due to the existing knowl/
s/2010
/photo
m
o
c
edge of Purple
l.
lappea
mercia
m
o
Drank and fear
.c
/www
: http:/
m
o
fr
that if the
Photo 49443/
/1
5
/1
n
youth aren‟t
ja
satisfied with
In Texas,
the effects of
there is an
the drink, they
epidemic
will then turn to the real thing: Purple
of mixing Promethazine with codeine
Drank. Concerns have also been raised as
(prescription cough syrup), 7-UP or Sprite,
to whether these relaxation drinks are a
and alcohol like gin or vodka; occasionally
“gateway drug” for the use of illegal suba Jolly Rancher candy is added to this constances; such as cocoction.
Wh
deine which is highly
e
When mixed together, this drink is comdep n con
addictive.
r
ess sum
monly referred to as the following:
ca
e
a
* Purple Drank
* Rainbow Colors
* Lean
* Sip-Sip
* Sizzurp
* Syrup
* Drank
* Purple Jelly
* Texas Tea
Photo from: http://knowyourmeme.com/
i/7529/original/sizzurp-drank-dat-purplestuff.jpg?1249421355
Rapper Lil Wayne has admitted to consuming purple drank, has made songs about his
love for it entitled “Me and My Drank” and
has admitted to having associated withdrawal symptoms. Another song about
Purple Drank, “Sippin‟ Sizzurp” made
popular by the group Three 6 Mafia.
The makers of these relaxation drinks
maintain that their products are in no way
representational of Purple Drank and the
resemblances are innocently unintentional
and if anything; their products are good for
consumers. The CEO of the relaxation
drink brand “Drank” stated that the slang
term “drank” is common for a party drink.
He also stated that to “lean” means to have
a relaxed approach to life.
d
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Hip hop artists such as
the late DJ Screw
boasted about consuming Purple Drank and
unfortunately died due
to codeine overdoses
as a result of consuming this mixture. Other
artists such as Pimp C
and Big Moe have boasted about their use
of “purple Stuff” and have both died in
codeine related overdoses.
Page 3
References
Frost & Sullivan. (2008, May 29). U.S. functional beverages market: a young market with growing popularity. Flex News. Retrieved from:
http://www.flex-news-food.com/console/PageViewer.aspx?page=16777
Gregory, S. (2009, May 18) The anti-redbull: a drink to calm you down. Time.com. Retrieved from: http://www.time.com/time/business/
article/0,8599,1898318,00.html
Montgomery, R. (2010, March 15). Missouri health officials concerned by „downer drinks.‟ The Kansas City Star. Retrieved from: http://
www.columbiamissourian.com/stories/2010/03/15/missouri-health-officials-concerned-downer-drinks/
Mui, Y. (2009, August 15). Soft drinks get softer: new niche aims to quench stress. The Washington Post. Retrieved from http://
www.washingtonpost.com/wp-dyn/content/article/2009/08/14/AR2009081403463.html
Sober Living by the Sea. (2010, July 27). Purple drank, sippin syrup, sip (promethazine with codeine) fact sheet– ca drug rehab. Retrieved
from: http://www.soberliving.com/resources/addictions/purple-drank-sippin-syrup-sip-promethazine-with-codeine-fact-sheet-ca-drug-rehab
Noonoo, J. (2008, November 28). Anti-energy drink fuels concern over marketing. Houston Chronicle. Retrieved from http://
www.commercialalert.org/issues/education/soft-drinks/anti-energy-drink-fuels-concerns-over-marketing
Reiser, L. (2009, November 16). Drinking to relieve stress: Do relaxation drinks send the wrong message? ABC News. Retrieved from:
http://abcnews.go.com/Health/MindMoodNews/relaxation-drinks-sending-wrong-message/story?id=9075829
Rosenbloom, S. (2010, July 2). Skip the scotch, just have a swig of mellowberry. The New York Times. Retrieved from: http://
www.nytimes.com/2010/07/04/fashion/04Noticed.html
U.S. Food and Drug Administration. Overview of dietary supplements. Retrieved from: http://www.fda.ove/Food/DietarySupplements/
ConsumerInformation/ucm110417.htm
Walker, K. (2010, July 16). Relaxation Nation: Trends in Calming Beverages. Retrieved from: http://www.perfumerflavorist.com/flavor/
trends/98634454.html