Urine (mūtra), as well as Cow's urine (gomūtra), is seen as a medicine in the science of Ayurveda.
I have found the following quote by Dr. Asit K. Panja in his thesis called “A review Of jāṅgama dravyas (animal products)”:
Animal urine is considered an important substance of medicinal value and is mentioned in almost all Āyurvedic texts. The urine of eight animals has been mentioned in the scientific use for various diseases in the Āyurvedic classics.
He quotes the text Siddhabheṣajamaṇimālā (a late Ayurvedic treatise written by Kṛṣṇarāma) and shows the properties and medicinal uses of Cow's urine:
Gomūtra (cow urine) has kaṭu, tikta, uṣṇa, tīkṣṇa, kṣāra, laghu, agnidīpaka, medhya, pittavikāra, vāta-kaphahara properties and is used in gulma, udara, ānāha, kaṇḍu, śūla, mukha, netravikāra, kāsa, śvāsa, ugrakuṣṭha, krimipīḍā, plīhā, vibandha, pāṇḍu, pāma, āmavāta, śotha roga (2/276), pāṇḍu roga (4/pāṇḍu /13), udāvarta cikitsā (4/udāvarta/5) and svarabheda (4/svarabheda/3). It is also mentioned as rucikara, sandhānakara (2/197).
Besides the various medicinal uses mentioned above, it is also said that cow's urine is useful in the purification of mercury:
Apart from medicinal uses, it is also used in pārada śodhana (5/12).
As for whether you should drink, "fresh from the bottle", I don't really know...