Alcohol, Energy Drinks and Youth: A DANGEROUS MIX

Transcription

1 What s the Buzz?

2 Alcohol, Energy Drinks and Youth: A DANGEROUS MIX The story of the energy drink starts even before high-caffeine soft drinks existed in the USA in the 1980 s Jolt Cola. In 1960, Japan introduced Lipo Lipovitan- D, the first energy drink with B vitamins and taurine.

3 Alcohol, Energy Drinks and Youth: A DANGEROUS MIX What is an alcoholic energy drink? Prepackaged beverages that contain alcohol, caffeine, and other stimulants THAT ARE NOT all FDA approved.

4 Alcohol Content 1. How much alcohol do these products contain? In energy drinks, the alcohol content varies from 6.0% to 12% per can. 2. How does this compare to regular beer? Alcohol energy drinks contain more alcohol than a can of beer. For example. -Budweiser = 4.82% -Miller High Life = 4.78% -Corona = 4.84%

5 The Market Since 2006, 500 new energy drink products have been introduced worldwide Energy drink sales = $3.2 billion Thirty-one (31)% of regular consumers are 12 to 17 year-olds

6 The Market

7 The Structure

8 Hyperculture

9 Autoshop Influence

10 Monsters & Aliens

11 Other Dangerous Things

12 AA Batteries

13 Skateboards

14 The Product The US market is dominated by these producers: Red Bull Monster Brands (Anheuser-Busch) SoBe and Amp Brands (Pepsi) Full Throttle and Tab brands (Coca Cola)

15 How did this occur? No traditional marketing No bill-boards No commercials No coupons No celebrity sponsorships No power aisle purchases

16 But there is My Space U-Tube Extreme Sports

17 Marketing Strategies Grassroots in nature Cyberspace Companies are looking for a one on one relationship gained through events, extreme sports, internet, text messaging, etc.

18 So is it really a big deal? Red Bull, A functional beverage that increases endurance, concentration and reaction speed and revitalizes the mind The Mintel report suggests these messages are reaching the consumer: 76% drink for an energy boost 35% for alertness 21% for hydration 18% health and nutrition

19 Primary Ingredients Caffeine up to 280 milligrams Guarana enhances the effects of caffeine Taurine not FDA proven Ginseng not FDA proven Ginkgo some FDA research but not proven There is no scientific basis for concluding that the non-caffeine additives contribute to either long-term health benefits or short term mental alertness and physical performance. (The Health Effects of Energy Drinks)

20 Caffeine Content Red Bull 80 mg/8.3 oz. Tab Energy 95 mg/10.5 oz Monster/Rockstar 160 mg/ 16 oz. Wired X505: 505 mg/ 24 oz.

21 Caffeine Comparisons Brewed Coffee 200 mg/12 oz. Instant Coffee 140 mg/ 12 oz. Brewed Tea 80 mg./ 12 oz. Mountain Dew 54 mg./12 oz. Pepsi 38 mg./ 12 oz Coca Cola 34.5 mg. / 12 0z. Canned/Bottle Tea 20 mg./12 0z.

22 Is it hurting anyone? Researchers found 265 reports of caffeine overdoses over a 3 year period in Chicago 9 cases of hospitalization have occurred over the drink Redline (250mg) Over 100 mg of caffeine daily can cause loss of bone mass Other side effects cause nausea, anxiety, palpitations, increased blood pressure and headaches Recommended not to drink more than three a day YET sold in 4-packs!

23 In Colorado Springs In 1 week 18 students reported being sick after drinking Spike Shooter. The HS Principal convinced the local convenience store to stop selling them (380 mg)

24 The Appeal Danger only adds to the appeal, said Bryan Greenberg, a marketing consultant and an assistant professor of marketing at Elizabethtown College. "Young people need to break away from the bonds of adults and what society thinks is right,'' he said. They've grown up watching their parents drink Starbucks coffee, and want their own version. Heart palpitations aren't likely to scare them off.

25 Sports and Energy Drinks Cause for concern that consumers confuse hydration with drinking these products Caffeine is a diuretic and can actually cause dehydration Increased heart rate on top of athletic exertion can cause unnecessary strain on the heart The partnership between sports and energy drink sponsorships may be misleading young athletes

26 Temperature and Energy Drinks Because the drinks are cold, they can be slammed one after another, resulting in very high doses of caffeine in a short time period Monster packs a vicious punch but has a smooth flavor you can really pound down In fact, Monster states on the can limit three per day yet many drinks are sold in 4 packs Has this been communicated to consumers, retailers, parents?

27 The most common argument Energy drink makers are marketing to vulnerable populations that don t fully understand the consequences of what they might be drinking

28 Concern About Cross Over Brands Energy drinks spiked with alcohol causes additional controversy Consider almost half of the consumers for energy drinks are not of legal drinking age Controversy as to whether or not the drinks are grooming new drinkers, young drinkers or non drinkers.

29 The Problem Public health and safety officials have become alarmed by the newest entry into the world of alcoholic beverages. Alcoholic energy drinks are prepackaged beverages that contain not only alcohol but also caffeine and other stimulants.

30 What's In These Drinks? At 23½ ounces and 9.9 percent alcohol, a single can of Joose is the equivalent of three beers and eight cups of coffee.

31 Why Is It So Dangerous? Since energy drinks are stimulants and alcohol is a depressant, the combination of effects can be dangerous. Fatigue is one of the ways the body normally tells someone that they've had enough alcohol to drink. Since these energy drinks also contain a stimulant (caffeine), the effects are masked so you may not realize how much alcohol you have consumed. Alcohol and caffeine are very dehydrating which can hinder your body's ability to metabolize the alcohol. This could increase the toxicity and symptoms during the next day. Dehydration when working in hot environments can also increase the risk of heat related illnesses.

32 Why Is It So Dangerous? The stimulant effect can give the person the impression they aren't impaired. No matter how alert you feel, the alcohol in the drink will raise your blood alcohol concentration (BAC) just like having alcoholic drinks. Once the stimulant effect wears off, the depressant effects of the alcohol will remain. Serious alcohol induced sickness can occur such as vomiting while asleep or respiratory depression.

33 Alcoholic Energy Drinks Even Look Like Regular Energy Drinks This new line of alcoholic beverage product is extremely similar in look to the popular energy drinks that contain no alcohol. Clerks and retailers may not be able to differentiate between nonalcoholic and alcoholic beverages being sold.

34 Has Potential For Being a Serious Problem on Our Facilities If Clerks and Retailers are having trouble telling the difference between the two, it will be challenging for our employees to do the same. How do we know if a student is drinking a regular energy drink on his lunch break as opposed to an alcoholic one?

35 Can You Tell the Difference? Which of these have alcohol in them?

36 Examining the Container If you are suspicious of someone drinking an energy drink containing alcohol onsite, check the container. Any alcoholic drinks are required to show the Alcohol Volume (ALC VOL) on the can/bottle. In this case, Sparks Energy drinks contain 6.0% ALC VOL.

37 The Argument Store clerks, parents, and LE officers cannot tell the cans apart from other cans Single serve cans are promoted near often one to two doors down from their look-a-like non alcoholic drinks Alcohol energy drinks are cheaper than their look-a-like non alcoholic drinks The combination of caffeine and alcohol is a train wreck waiting to happen

38 The argument They are doing it anyway. Red Bull and Vodka is already a popular club combo It is good marketing supply vs. demand Responsible beverage service and parental monitoring are the solution to preventing underage drinking

39 Drinkers using energy drinks in cocktails are three times more likely to leave a bar drunk The combining of energy drinks and alcohol can trick the brain, making people think they re sober, when they re not Caffeine reduces the drowsiness caused by intoxication Caffeine actually increases intoxication

40 What Can the Community Do? Understand the marketing and the audience Utilize counter-marketing Be proactive and vocal about venues where the product just does not belong Model healthy behaviors Provide healthy alternatives

41 What s the Buzz? For more information, contact Safe Climate Coalition of Lake County, Inc. Debi MacIntyre, Director Debi@scclake.org or Your Substance Abuse & Violence Prevention Community Coalition Information compiled by Amity Chandler, Director, Drug Free Charlotte County. Originator of BE THE WALL Campaign