Cocaine Goes Up In Smoke - Earlier this week Cocaine energy drink was pulled from the shelves nationwide after public outrage and legal sanctions. Redux Beverages LLC has stated that they will be repackaging the beverage and releasing it in three weeks time. Insider reports discovered that it appears they will be renaming the beverage Smoke, perhaps in the hope that a more ambiguous reference to a narcotic will allow them to fly lower under the public radar. Regardless, sensationalistic names are hardly a new phenomena in the energy drink industry which sports products like Beaver Buzz and Sumpoosie, and while Cocaine is the first to reference an illegal drug, is it possible to use an “in your face” name to generate more than just controversy? In interviews creator James Kirby claimed that by naming the energy drink Cocaine it opened up the opportunity for parents to talk to their children about drug use, but when pressed to explain how, James Kirby came up empty. However, in response to being questioned about the purpose behind the name of his own controversial beverage, Mark Michael Lewis, the creator of Nuclear Waste Antidote energy drink, said, “I don’t see anything inherently wrong with naming an energy drink after something that is going to generate attention.