By Michael Pasternak

Calling the Blow energy drink mix a "blatant promotion of drug culture and addiction," Illinois Attorney General Lisa Madigan earlier this month demanded that a Las Vegas-based company stop marketing and selling its cocaine-themed product in Illinois.

"I am deeply concerned that the design and marketing of Blow will have a detrimental effect on children in Illinois," Madigan wrote in the May 2 letter to Kingpin Concepts Inc.

Blow is packaged in "bricks" and vials, a combination that Natalie Bauer, a spokeswoman for the attorney general's office, said glorifies cocaine.

Blow creator Logan Gola said his product is mocking drug culture, not glorifying drug use, but he has agreed to stop selling his product in Illinois.

"We take the letter very seriously. I take the concerns of anyone in a position of power seriously," said Gola. "Our lawyers are reviewing every option. We've quit shipping to Illinois residents."

Gola said his drink mix, which is sold online and at nightclubs and convenience stores, is obviously not aimed at a child audience.
"It's kind of an R-rated audience," said Gola. "Our product has never been marketed towards children. I'm against consumption of energy drinks by minors."

Sara Moscato Howe, CEO of the Illinois Alcoholism and Drug Dependence Association, said Blow is a dangerous product for adults and children alike.

"The whole concept is very dangerous. They are blatantly disregarding the effects of the drug culture," said Howe. "It looks like cocaine. What's the goal here?"

Gola said adults should have the option to drink or not drink Blow, and that Madigan is focusing on an energy drink instead of more pressing concerns.

"This is extremely minor," said Gola. "She should be focusing on prosecuting murderers and rapists. We think adult consumers should be given the right to choose what they buy."

Gola said Illinois is the first state to come after Blow, and that he does not know if others will follow its lead.

In January, the U.S. Food and Drug Administration wrote a warning letter saying Blow is an unapproved new drug and does not meet the requirements of the Federal Food, Drug and Cosmetic Act.

Gola said the reaction to his product has been mixed, with people either loving it or hating it.

"I've received personal death threats. We've had some retailers that have taken our products off the aisles," said Gola. "But our customers love it. They support us. They get the joke."

As for Howe and her Illinois Alcoholism and Drug Dependence Association, they oppose the product's marketing tactics, which typically appeal to a younger audience.

"He may say that it is over the top, but he knows exactly what he is doing," said Howe. "Do I think someone is going to drink Blow and the next day go out and do cocaine? Probably not. Do I think this is something that kids would be interested in? Absolutely."

Howe said she has concerns with the high caffeine content in Blow and all energy drinks.

Gola said it is ridiculous to go after Blow for its caffeine content and to ignore Starbucks. Blow has 240 milligrams of caffeine in each 5.75 gram vial, while a 16 ounce "coffee of the week" at Starbucks has 330 milligrams of caffeine, according to Starbucks nutritional information.

In April, both U.S. Rep. Mary Bono Mack (D-CA) and New Jersey Assemblyman Ralph R. Caputo came out against Blow's marketing tactics. Caputo said he plans to introduce legislation prohibiting minors from purchasing highly caffeinated energy drinks in New Jersey.

Blow follows in the footstep of another drug-inspired energy drink previously targeted by Madigan. Last May, Madigan demanded the removal of Cocaine energy drink from store shelves in Illinois.