retail news in context, analysis with attitude

What’s the antidote to all those energy drinks that have been consumed by the gallon over the past few years?

According to the New York Times, it is a new kind of anti-energy drink.

“‘Relaxation shots’ like Snoozeberry and iChill and soporific beverages with names like Unwind, Dream Water, Koma Unwind Chillaxation and Drank are aiming to take away the very buzz their caffeinated predecessors were designed to deliver,” the Times writes. “There are already more than 350 kinds of relaxation drinks on the market, according to Agata Kaczanowska, an analyst with the research company IBISWorld. Instead of slogans like Jolt’s ‘All the sugar and twice the caffeine,’ these new drinks proffer serenity with maxims like Unwind’s ‘Tired of being wired?’ and Drank’s ‘Slow your roll’.”

Many of these drinks also suggest that they have ancillary advantages, the Times reports: “Drank claims it can help prevent jet lag. A drink called Blue Cow says it can improve concentration, relieve anxiety and irritability from fatigue, and even diminish PMS symptoms. Another brand, Mini Chill, says that because it lessens tension, some users have reported better sex lives.”

The relaxation drink business is expected to generate as much as $500 million this year, up 327 percent from 2009.
KC's View:
Maybe I’m getting old, but I like the doctor interviewed by the Times who says that people need to be careful about putting all this stuff in their systems, and suggests that if people really want to unwind, a nice warm glass of milk before bedtime does the trick, and is a lot less expensive.

I’ve thought for a long time that all these energy drinks are going to end up being a health nightmare. The idea that now there are relaxation drinks designed to calm you down after you’ve had these energy drinks does nothing to alleviate my suspicion that this is all some sort of scam.