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The drink was neither in nor directly related to the movie (it was just a case of zomg blood EXTREME); it was the promotion, not the movie, that was centred around the drink. To the best of my knowledge, the plan was to serve them as an actual physical drink at the premiere, so I'm not sure what the "make-believe cocktail" bit is about - perhaps it was non-alcoholic? But I know this from the press release and other promotional fluff, not the Stuff article.
For the record, I didn't find the film all that scary; if you know anything about horror films, you'll be able to see the scare shots coming. (Also, too much shaky-cam for my taste, and a pretty weak ending.) Quite a few people at the screening I saw (at the Film Festival) would disagree, though - there were more, and much more noticeable, physical startling reactions than I've seen for any other horror film.
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