Alcoholic Energy Drinks

Article from www.safestate.org


Youth and Energy Drinks

The popularity of non-alcoholic energy drinks has grown greatly in the last few years. Reports indicate that teens and young adults are the core consumers of these energy drinks. Drinkers started mixing their energy drinks with vodka and other alcoholic beverages, claiming that the combination gives them the energy to party longer and harder. Taking their cue, a number of companies are now adding alcohol to energy drinks and marketing pre-mixed drinks. These Alcoholic Energy Drinks (or "AEDs") combine alcohol with caffeine, taurine, guarana, ginseng and other ingredients found in non-alcoholic energy drinks.

Marketing to Youth

Some alcohol companies market AEDs with the same "energy" theme, promoting partying and heavy drinking. Companies have used taglines that appeal to youth such as: "You can sleep when you're thirty," "Say hello to an endless night of fun," and "Who's up for staying out all night?" Companies market their products over the Internet, on web sites for the drinks and on MySpace and Facebook.

Packaging and Brand Images

Some AEDs come in containers or use names and images similar to those used for non-alcoholic energy drinks or with suggestive "energy" graphics (e.g., lightning bolts, elevators, or batteries) and brand names. Although young consumers know the difference, reports suggest that many parents, teachers, law enforcement personnel and retail clerks can't easily distinguish between the two types of products and may not be aware that AEDs exist. Warning to parents: Make sure the "energy drink" in your child's purse or backpack isn't an alcoholic energy drink.


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Report from Marin Institute