Anti-energy drinks, such as Slow Cow and Drank, contain natural herbs like chamomile and valerian root to induce calmness and relaxation. However, concerns exist about their effectiveness and potential side effects. The market for these drinks may grow in the future.
The introduction of so-called “energy drinks” created quite a stir in the beverage industry, especially since these new drinks featured natural stimulants such as caffeine, taurine, and ginseng. The purpose of these stimulating drinks was to increase the consumer’s energy level for a few hours. Now several beverage companies have introduced “anti-energy drinks,” with brands such as Slow Cow, ViB (Vacation in a Bottle), and Drank. Energy drinks also contain natural herbs, but these herbs and other compounds, such as chamomile, melatonin, and valerian root, are traditionally used to combat depression, lower blood pressure, and induce a sense of calm. Consumers of energy drinks, at least according to the drink manufacturers, should feel more relaxed and calm within a few minutes of consumption.
The creators of many anti-energy drinks did not seek to compete with popular energy drinks like Red Bull, Jolt, or Rockstar. Some sources suggest that the inspiration for energy drinks began in the underground hip hop culture. A homemade mix called Purple Drank became popular as a communal drink at hip hop parties, and one of its ingredients was a purple prescription cough syrup containing codeine. Codeine and other medicinal ingredients turned the drink into a mild to moderate depressant. Although the makers of the anti-energy drink called Drank use natural and legal ingredients in their product, the taste and color is similar to the underground Purple Drank.
Energy drinks may also contain ingredients found in many teas that are noted for their relaxing effects. The slogan printed on Drank’s cans reads “Slow Your Roll,” suggesting that consumers should adopt a slower pace in general and de-stress whenever possible. Drinking a can of Slow Cow or Drank at the end of a stressful day should look like vacation in a bottle or needle-free acupuncture. In the same way, some people may enjoy a warm cup of milk or hot tea before bed, others may want to consume an anti-energy drink to decompress and recover from overstimulation.
However, there are some concerns about anti-energy drinks. Herbal ingredients like chamomile, melatonin, and valerian root may not be federally regulated as “dietary supplements,” but there may be some side effects associated with their use. The overall effectiveness of natural herbs may also be questionable, as dietary supplements are not always subject to rigorous scientific testing. Some consumers may feel compelled to consume an excessive amount of energy drinks in the morning hours and use anti-energy drinks to reduce their consumption in the evening. This cycle of ups and downs could have a detrimental effect on the consumer’s body if left unchecked.
Energy drinks are currently a very small niche market in the beverage community, but can be found in select chain drugstores and convenience stores. The market for such beverages may grow exponentially in the future, especially in times of economic and social uncertainty.
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