“You Wouldn't Know it Had Alcohol in it until you Read the Can”: Adolescents and Alcohol-Energy Drinks

Abstract

Young Australians’ perceptions, and consumption, of alcohol-energy drinks were examined via a multi-method study conducted in late 2008. The study consisted of: 12 focus groups with 12- to 17-year-olds from metropolitan, regional and rural New South Wales ( n=95); and a survey of 12- to 17-year-olds with data collected through schools, intercepts, and the Internet ( n=1263). Alcohol-energy drinks were a popular product among adolescent participants, with similarity to soft drinks identified as a primary appeal, and they showed limited awareness of the potential harms from their consumption. Given the international evidence of harms associated with alcohol-energy drinks, those concerned with reducing alcohol-related harm amongst young people should advocate for restrictions on this product category.

Consumption of energy drinks by children and young people: a rapid review examining evidence of physical effects and consumer attitudes

“…Typical responses included: “Wakes you up, makes you feel alert and it tastes nice”; “It makes me go hyper” and “I drink it before soccer and I don't lose energy as fast”. 72 Jones 71 explored perceptions of alcohol-energy drinks (AEDs) among 12–17 years and suggested that young people liked them because they increased the ‘fun’ at parties and acted as a ‘pick me up’. They also found that the packaging of AEDs (to look like soft drinks) was a factor, particularly for younger teenagers and girls.…”

High rates of alcohol consumption and related harm at schoolies week: a portal study

“…It has been suggested that AEDs may facilitate alcohol consumption because the caffeine in energy drinks reduces sedation and increases stimulation, thereby masking signs of intoxication (meaning the drinker is more likely to be involved in risk‐taking activities) 10 . Given the clever and appealing marketing of AEDs towards young people and their sweet, palatable taste, 22,23 it is not surprising to find such high levels of use at schoolies. However, AED use may have been elevated by the presence of a Red Bull promotional team at the Lorne site offering free Red Bull cans to schoolies.…”

An epidemic of energy? The case for stronger action on ‘energy drinks’

“…Reducing the maximum concentration of caffeine and restricting the range of foodstuffs that may contain added caffeine would reduce the frequency of caffeine dependence in the population, including in children. Packaging should aim to more clearly and comprehensibly inform consumers as to which products are highly caffeinated or have alcohol, 34 as well as their nutritional content – especially important for ‘non‐traditional’ highly caffeinated foodstuffs. Maximum daily use recommendations on packaging need to harmonise those due to caffeine with those due to any alcohol component.…”

“…Packaging should aim to more clearly and comprehensibly inform consumers as to which products are highly caffeinated or have alcohol, 34 as well as their nutritional content -especially important for 'non-traditional' highly caffeinated foodstuffs. Maximum daily use recommendations on packaging need to harmonise those due to caffeine with those due to any alcohol component.…”