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When the company behind the New Gay Fuel energy drink started marketing its product, many believed it must be a joke, a parody, an urban legend.

But it’s not.

Gay Fuel is a mixture of red currant juice, B vitamins, and a secret blend of sexual stimulant herbs – though the ingredients are listed as water, sugar, acidifying agent, citric acid, taurine, elderberry juice from concentrate, flavors, antioxidant: ascorbic acid, caffeine, carbon dioxide, guarana extract, lapacho extract, marapuama extract, damiana extract, ginseng, vitamins, niacin, pantothenic acid, vitamin B and vitamin B12. The can is an opalescent white and the drink itself is a bright pink.

Somewhere between 5 percent and 10 percent of profits from Gay Fuel go to what are described as “lesbian-gay-bisexual-transsexual charities.”

Most of Gay Fuel’s marketing efforts have been in the sponsorship of “gay pride” events and parties including Detroit’s Motor Ball and homosexual film festivals in New York, Provincetown and San Francisco, Disney Gay Days in Orlando, and Christopher Street West L.A. Pride.

The promoters of the product say it will get you “fired up,” presumably for better and longer sexual performance. They say the beverage contains “Brazilian rainforest herbs that act as a sexual stimulant and protector of the body’s immune system.”

The taste has been described as a cross between a Cosmo and a Red Bull.

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