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It’s ironic, perhaps, that this bar – home to a strange ruby-coloured cocktail called Tamango that’s thought to have hallucinogenic effects – sits so close to, one of the main buildings at the University of Turin. You can essentially walk from the centre of reason and logic to something more resembling the crazy world of Alice in Wonderland in a matter of minutes.

As such, students – and nightlife goers – tell many stories about the mysterious drink that’s often described as Italy’s answer to absinthe. She jumped out of a moving car in search of a fountain, fell asleep under its stream of water and later escaped from a hospital in a wheelchair. Twenty-eight year-old Andrea Lavalle recalled spending two hours running after a dog in the park after drinking more than one.

And Tullia Pertusio said when she last had Tamango more than 10 years ago (during a night when she drank three) she jumped out of a moving car in search of a fountain, fell asleep under its stream of water and later escaped from a hospital in a wheelchair. “In theory, you should drink half of it in one shot and later sip it,” she said.

“It is not hallucinogenic, though. This alleged effect depends on how your body reacts to it. It is also not made with pure alcohol – that would make it too simple.” As her bartender started to prepare Tamangos for me and my friend Rafael, Di Lorenzo winked at me and smiled. “I can’t tell you more than this, the secret is part of our story.” Rafael had suddenly started to speak in German, and half of a few Chinese students – who dared ordering more than one – were already sleeping on the tables. Our drinks, served with ice and a lemon wedge, arrived in plastic cups. At first sniff, my Tamango smelled like gasoline.

And with just one sip, my throat started to burn as if it were on fire, just like it did years ago. After half a cup of the cocktail, I started to feel my hands getting warmer, and a tingle climbed up my arms. However, this time, I managed to finish it – in two hours and 30 minutes.

At that point, I was done – but others at the pub were in worse shape. Rafael had suddenly started to speak in German, and half of a few Chinese students – who dared ordering more than one – were already sleeping on the tables. Despite being 85% alcohol, Tamango is not the pub’s strongest drink.

Its “bigger brother” Devasto (which means “devastate”) has slightly more. Turns out, all of Tamango pub’s cocktails have to be drunk with respect and humility. If you dare to challenge them with arrogance, you’ll pay the price.

“If you didn’t get beat up as a child, don’t worry,” said Rafael, still speaking in German. “Tamango will do it when you’re an adult.”.

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If you discount your products, does it hurt your brand? Some people say yes, some no. It’s no secret that discounts and promotions bring in more sales, but is it a good long term strategy or a cheap trick? Some people think offering discounts de-values their product, they don’t want to cheapen their brand. Tip: Check out the for some great insight from other business owners. I used to feel the same way.