MOLI VIEW™

I don't booze it up much these days. In fact, I'm more likely to grab a latte before a night out on the the town. But that's not because I'm sober or old; it's just that alcohol makes me sleepy and there's nothing less fun or sexy than being with someone who is yawning and nodding off at the hottest parties in town.

Turns out, I must not be alone, because there's a new kind of premium spirit on the market: p.i.n.k., an 80-proof caffeine and guarana-infused vodka. I tried it recently, and liked the smooth, gentle buzz I got after one drink, so I decided to catch-up with p.i.n.k.'s vice-president of marketing, surfer chick Christy Farias, to investigate a bit further.

Did you decide to create p.i.n.k. in part as a response to the popularity of Red Bull and vodka mixed drinks?

No, we think of [energy drinks and vodka mixes] as a different market in the sense that p.i.n.k. is an 80-proof, ultra-premium unflavored vodka, so smooth and elegant, people love to drink it alone on the rocks. But it was also created to enable consumers like yourself to enjoy their favorite cocktails, while experiencing the wide-awake benefits of caffeine and guarana. For the first time, you can enjoy a p.i.n.k. bloody Mary at brunch, a p.i.n.k. martini on the golf course, or one of many p.i.n.k. dessert cocktails, without being put to sleep.
And what the hell is guarana? Sounds like an exotic lizard.

Guarana (pronounced gwa-ra-naa) may sound foreign to anyone who hasn't been to Latin America, but it's just a berry grown in the northern region of Brazil and Venezuela, and commonly used in soda pop drinks in those countries. The guarana berry (also referred to as a bean when roasted) contains an all-natural herbal stimulant called guaranine, which is similar to the caffeine found in coffee or tea and lasts longer in the bloodstream.

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