Drank is a new "anti-energy drink," designed to, er, "slow your roll." The grape-flavored drink is fortified with melatonin, valerian root, and rose hips. Based on the color and the name of the beverage, I'd venture to say that they're playing off the popular underground libation Purple Drank. This Village Voice quotes the following from a press release:
From design to production, every aspect of this calming drink was inspired by today's popular hip hop artists who embrace the much sought-after hip hop lifestyle that encourages people to capture a stress-free state of mind.