Motives for mixing alcohol with energy drinks and other nonalcoholic beverages, and consequences for overall alcohol consumption

Abstract

IntroductionThe aim of this survey was to assess the motives for energy drink consumption, both alone and mixed with alcohol, and to determine whether negative or neutral motives for consuming alcohol mixed with energy drinks (AMED) have a differential effect on overall alcohol consumption.MethodsDemographics, alcohol and energy drink consumption-related questions, and motives for the consumption of energy drinks (alone or mixed with alcohol) were assessed. The motives to mix alcohol with energy drinks were compared with those for mixing alcohol with other nonalcoholic beverages.ResultsA total of 2,329 students who completed the study consumed energy drinks. The motives for consuming energy drinks (without alcohol) included “I like the taste” (58.6%), “To keep me awake” (54.3%), “It gives me energy” (44.3%), “It helps concentrating when studying” (33.9%), “It increases alertness” (28.8%), “It helps me concentrate better” (20.6%), and “It makes me less sleepy when driving” (14.2%). A total of 1,239 students reported occasionally consuming AMED (AMED group). The most frequent motives included “I like the taste” (81.1%), “I wanted to drink something else” (35.3%), and “To celebrate a special occasion” (14.6%). No relevant differences in motives were observed for using an energy drink or another nonalcoholic beverage as a mixer. A minority of students (21.6%) reported at least one negative motive to consume AMED. Despite these negative motives, students reported consuming significantly less alcohol on occasions when they consumed AMED compared to alcohol-only occasions.ConclusionThe majority of students who consume energy drinks (without alcohol) do so because they like the taste, or they consume these drinks to keep them awake and give them energy. AMED consumption is more frequently motivated by neutral as opposed to negative motives. No relevant differences in drinking motives and overall alcohol consumption were observed between the occasions when energy drinks or other nonalcoholic beverages were mixed with alcohol.

Typology of Alcohol Mixed with Energy Drink Consumers: Motivations for Use

“…This study identified classes of consumers motivated by factors associated with taste preference, energy seeking, hedonism, and intoxication-related outcomes, reflecting those identified in previous studies (Droste et al, 2014;Marczinski, 2011;O'Brien et al, 2008b;Peacock et al, 2013;Verster et al, 2014). It is important to note that some consumers endorsed all motives, while others endorsed just 1 or 2.…”

Alcohol mixed with energy drink (AMED): A critical review and meta‐analysis

“…Eight studies used a within‐subject design to compare alcohol consumption on a typical AMED and a typical AO occasion (Brache & Stockwell, ; De Haan et al, ; Johnson, Alford, Stewart, et al, ; Lubman et al, ; Peacock, Bruno, & Martin, ; Price, Hilchey, Darredeau, Fulton, & Barrett, Verster et al, ; Woolsey et al, ). Alcohol intake of 3,480 AMED consumers was compared for both occasions.…”

“…In the Netherlands, Verster et al () compared alcohol consumption of 1,239 AMED consumers on occasions when they consumed AMED with occasions when they mixed alcohol with other nonalcoholic beverages (AMOB). Overall, the motives for consuming AMED and AMOB were similar.…”

The effects of alcohol mixed with energy drink (AMED) on subjective intoxication and alertness: results from a double‐blind placebo‐controlled clinical trial

“…Energy drinks are non‐alcoholic beverages which often contain ingredients, such as caffeine, taurine, and B‐vitamins. Important reasons for consuming energy drinks, other than people liking the taste, are the effects of caffeine on reducing sleepiness and improving alertness and concentration (Verster et al ., ).…”