Viniq: Ever have the urge to drink a lava lamp? Well, here’s your chance.

Viniq, billed “America’s first shimmery liqueur” (note, not America’s only shimmery liqueur), comes in a 15” tall bottle and is very purple. Then when you shake the bottle, it takes you on a magical, mystical trip as it comes alive with silver swirlies (essentially suspended sugars).

It does look cool, indeed. E&J Gallo assumes this glamorous drink, which is made of vodka, moscato, and natural fruit flavors, will draw millennials, and it might. As for the rest of us, does a drink called a Shimmer-tini (the Viniq plus cranberry juice, peach vodka, mint, lime, bitters) tickle your taste buds. Straight up it’s sweet with an overbidding air of something chemical, making it seem more like the medicine it smells like.

But it sure is fine to shake and stare at. See

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