Bacchus and Viagra

U.S. Central Intelligence Agency agents used the anti-impotence pill Viagra as bribes to gain information on Taliban rebels in 2008, when the war in Afghanistan was at its peak. The Washington Post reported four Viagra pills changed a 60-year-old tribe chief’s attitude. Originally wary of and hostile to Americans, the chief grew friendly and told Americans to do whatever they wanted in his territory. The president of a small-size company in Korea said, “If we present a Viagra as a gift after serving a meal in a pleasant environment to an elderly executive of a buyer company, it is highly effective (in business deals).”

The Korean Pharmaceutical Association wants the government to allow pharmacists to sell Viagra, which can be bought in Korea only with a doctor’s prescription. It made the request in response to the Health and Welfare Ministry’s decision to allow convenience stores and supermarkets to sell the popular tonic drink Bacchus. Bacchus is a cash cow for pharmacists, ranking first in sales for both prescription and over-the-counter drugs. Production of the drink reached a combined 149.3 billion won (137 million U.S. dollars) last year, three times Viagra’s sales in the Korean market last year of 38.7 billion won (36 million dollars). If consumers can buy Viagra freely at pharmacies without prescription, this drug could exceed Bacchus in sales. Many men will welcome the move since this will spare them the shame of identifying themselves at hospitals to get the prescription.

Bacchus maker Donga Pharmaceutical appears not totally happy over the ministry’s decision. Donga emphasizes that Bacchus is a “drug” even by placing an ad saying, “True tonic medicine is available at pharmacies” to differentiate Bacchus from ordinary beverages. Pharmacists are also highlighting Bacchus` potential side effects, with one saying, “Do you know what happens if one drinks three bottles of Bacchus at once?” On the other hand, pharmacists say Viagra is "safe for anyone who can walk up the stairs to the second floor.” Doctors warn, however, that misuse of Viagra will increase the risk of cardiovascular disease.

Futurist Alvin Toffler said, “The future will see the emergence of the ‘prosumer’ instead of the producer or consumer.” In the biomedicine and pharmaceutical fields, the astonishing integration and development of biotechnology, medical technology and drugs are ushering in a new era of consumer or patient making a self-diagnosis and prescribe drugs and treat disease by oneself. Britain allows a consumer to buy Viagra over the counter at a pharmacy but Japan and the U.S. require a prescription first. If Viagra is sold at pharmacies, it will also help eradicate counterfeit Viagra pills on the market.

Editorial Writer Song Pyeong-in (pisong@donga.com)