Kabbalah devotees can now chug energy drink

MSNBC/February 3, 2005
By Jeanette Walls

Finally, Madonna is going to have something to drink other than Kabbalah water. The merchandising-minded spiritualists at the trendy Kabbalah Center are launching a new Kabbalah energy drink. And they're hoping that Kabbalah devotee Ashton Kutcher will be the face of the new beverage, which they're targeting to mass market, non-Kabbalah consumers. Kabbalah is a spiritual offshoot of Judaism, but the form practiced by some celebrities at the Kabbalah Center has been blasted as a shallow money-making operation and even called a cult.

"We're going after the Red Bull market," spokesman Darin Ezra told The Scoop. "But Kabbalah Energy Drink tastes better. And it's infused with Kabbalah water, which is holy water." So does it have mystical healing powers, like Kabbalah water is supposed to? "I'm not going to comment on that," said Ezra.

He says that Kutcher, Madonna, and Demi Moore are currently trying out the Kabbalah energy drink, and may agree to be its spokesman. The product has been launched in a very limited market in Southern California, and will go wider shortly, with a major media campaign of radio, print and television and the tag line: "Source of Power." Does this foreshadow a whole line of Kabbalah products? Say Kabbalah breakfast cereal and breath mints? "If it's successful," the spokesman says, "There will be more Kabbalah products."