It contains more caffeine than rival energy drinks Red Bull and Rockstar, symbolized by three and a half steer heads on the label.

[6] According to Jamey Kirby, initial marketing costs merely consisted of sending a case of energy drinks to the New York Post offices.

[13] In response, Redux Beverages removed the statements from their website,[14] and began working on a new name for the product immediately.

The Las Vegas Sun reported that online sales of Cocaine had quadrupled two weeks after the FDA's warning letter.

[17] That year, attorneys general in Connecticut and Illinois announced that Redux Beverages complied to not market Cocaine in their respective states.

[13] In May 2007, the Texas Attorney General filed a lawsuit against Redux Beverages, stating that the drink was being marketed as a legal substitute to actual cocaine.