I've seen it happen too many times. But now, one more bright-eyed kid, lured in by the prospect of easy money in the crypto world, finds himself burned. A dear friend’s son recently graduated from high school. He put his entire college fund into a meme coin and lost almost all of it. These stories are all too heartbreakingly similar and quite frankly, they never fail to make me angry. So when I heard about this new “drink-to-earn” crypto-soda nonsense, alarm bells went off and I knew someone had to sound the alarm. REKT Brands is hawking sparkling water with NFTs stapled on, guaranteeing special perks linked to one of those Ethereum L2s you hear about—Abstract. Abstract Apple, they call it. $69.69 for a case of 24 cans.
Look, I get it. Innovation. Free markets. But this isn’t innovation — it’s predatory marketing cloaked in playfulness. This is just my opinion.
Gamified Consumption = Financial Ruin?
Here’s why this “drink-to-earn” crypto-soda is a bad idea on so many levels. You should do everything you can to keep your hard-earned taxpayer dollars very, very far away from it.
Impulsive Spending, Gambling Behavior
This isn't about enjoying a refreshing beverage. It's about chasing digital tokens. It's designed to trigger that impulse to buy, buy, buy! You're not buying soda; you're buying a lottery ticket with a sugary coating. Is this something we want to encourage? Are we teaching our kids to associate consumption with financial speculation?
The initial launch sold out, with over 220,000 cans purchased, they said. That's not a victory; it's a warning sign. It's a testament to how easily people are manipulated.
FOMO Exploitation is Real
"Abstract NFT," "Abstract XP," "25,000 DRANK points." The jargon alone is designed to create fear of missing out (FOMO). It preys on the anxiety that you're missing out on the next big thing. The crypto world already thrives on this; do we really need to inject it into our everyday consumer goods?
Rekt Brands previously launched a lime-flavored sparkling water that also sold over 220,000 cans within 48 hours. It's a pattern.
Zero Consumer Protection
The crypto space is the Wild West, and "drink-to-earn" is no exception. There's no regulatory oversight, no guarantee that those DRANK points will be worth anything tomorrow. What happens if the project fails? What if the value of the associated crypto plummets? You're left with a bunch of empty cans and worthless digital trinkets.
There was even a reported issue with the distribution of DRANK points, which the developers are addressing. A "technical issue?" That's crypto speak for "oops, we messed up, and your investment is at risk."
NFTs = Environmental Irresponsibility
Let's not forget the environmental elephant in the room: NFTs. The blockchain technology that underpins these digital assets consumes a staggering amount of energy. Are we seriously promoting a product that exacerbates climate change just so people can "earn" crypto by drinking soda? It goes against the conservative emphasis on long-term sustainability.
Rekt Brands raised $1.5 million in seed funding late last year. Money that could have been invested in actual sustainable solutions.
Undermines Hard Work and Saving
This is perhaps my biggest gripe. "Drink-to-earn" sends the message that you can get rich quick without putting in the effort, without learning valuable skills, without saving diligently. It undermines the traditional values of hard work and delayed gratification. It's a dangerous message to send, especially to young people.
Questioning the "Fun" Factor
Some might argue that it's just a fun way to engage with crypto, I'm not against crypto, but this? All that said, there’s nothing cool about washing out on your speculative investment. There’s nothing amusing about collecting a digital trinket while doing permanent harm to the planet. And there’s nothing enjoyable about seeing someone you love get scammed by these types of scams either.
In the future, aside from rolling out new flavors and reissuing past ones, Rekt has his sights set on venturing beyond the sparkling water category. Further down the line, they plan for broader distribution, maybe even selling via their area’s local groceries. This isn’t some exotic new product for “Crypto Twitter.” 2453: They’re coming for your children, your community, everybody.
A Call for Sanity
Look, I’m not a hater on entrepreneurship or free markets. I’m all about responsible consumption, informed investment and ethical business practices. "Drink-to-earn" fails on all three counts.
It’s time to be a little cynical about these magic bullet, get-rich-quick schemes. We need to prioritize responsible financial behavior. And we need watchdog regulators to closely investigate these kinds of TIF to ensure consumers aren’t taken advantage of.
So, the next time you see a crypto-infused product promising easy rewards, remember the kid who lost his college fund. Remember the environmental cost. And always keep in mind that real prosperity is built through labor, frugality, prudence … and a healthy dose of red-hot political cynicism.
Don't fall for the hype. Just say no to crypto-soda.
