"They'll crack it open and pour it with Coke or some kind of mixer," says Ken Rubenfeld, the company's vice president of operations, "and have fun with it with their friends." If the container did not tip you off, that scenario probably tells you all you need to know about the quality of this product.
But Rubenfeld insists his product does not encourage binge drinking, arguing that consumers will know it should be sipped like Dewars, not gulped like Dr. Pepper.
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