What is it about our culture that encourages newer and riskier ways to challenge our health? Public health folks have become very concerned about the latest challenge – alcoholic energy drinks. These are prepackaged beverage with alcohol and caffeine, as well as other stimulants, that look like other energy drinks but carry a much more powerful, and dangerous, punch!
There were 500 new energy drink products introduced worldwide in 2006 with average sales topping $3.2 billion. These products are targeting youth by creating brand confusion with nonalcoholic versions; providing a cheap alternative to mixing energy drinks with alcohol; and using youth-friendly grassroots and viral marketing. The names of these products say it all – Rockstar, Sparks, and Tilt. Read more »