No, not Diet Coke, but a new beverage being marketed to hip party goers in select night clubs and speciality grocery stores. Called simply "Cocaine," the drink doesn't actually contain any illicit substances instead producing a high from a combination of caffeine, simple sugars, vitamin and herbal suppliments, a numbing agent, and "psychology."

Whaaa? The inventor and owner of Redux Beverages, Jamey Kirby, explains:

"When a person sees the name of the drink, some psychological effect happens and the person is already experiencing the energy buzz before they even open the can, I can think of no other product except real cocaine that could have that effect on the public."

Oh, and according to one consumer, it tastes like a "liquid cherry Jolly Rancher."

How long before the drug war apologists condemned the drink? A nanosecond. Here's CASA's Joseph A. Califano's statement from a press release earlier this week:

"Redux Beverages should be ashamed of creating and marketing an insidious product entitled 'Cocaine Energy Drink -- The Legal Alternative.' The creation and pushing of a beverage, which, Redux claims, 'numbs the throat to add an oral sensation much like cocaine does,' is disgraceful. It is clearly aimed at children and teen 'partygoers.' In this country alone, more than one million Americans use cocaine at least weekly and putting a product on the market that glamorizes an illegal and addictive drug like cocaine is irresponsible and reprehensible. I call on all retailers, restaurants, bars and coffee shops to refuse to sell this disgusting product."