- Energy Drinks: Substance Abuse Can Occur - Wikimedia Commons
Those who have not heard of alcoholic energy drinks are generally those over the age of 25. College-age drinkers tend to make up the majority of those who consume alcoholic energy drinks. According to WebMD, this age group is considered to be three times more likely than alcohol-only consumers to leave a bar drunk.
Alcoholic Energy Drinks is a Health Concern
According to a recent Marin Institute report, health researchers agree that caffeine consumption, especially in high doses, can have adverse health effects. The most common negative health effects include; increased anxiety, panic attacks, bowel irritability, increased blood pressure, insomnia, and increased gastric acid.
Written in the Marin Institute report, poison centers across the U.S. are seeing more serious health problems. In addition, other countries are reporting that caffeine overdose is a serious concern. They also indicate that the research community has yet to complete in-depth studies; but from what research has been conducted, it suggests serious cause for concern.
The Marin Institute indicates that caffeine has been found to mask the intoxicating effects of alcohol, which can lead to increased risk-taking behavior. Young people, those who consume these alcoholic energy drinks, are therefore particularly vulnerable to increased problems. These alcohol-infused energy drinks are more likely to increase rates of violence, alcohol problems, alcohol-related traffic accidents, sexual assault, and suicidal ideations.
Young People Target of Alcoholic Energy Drink Marketing
Producers of alcoholic energy drinks use several methods to promote their brands, many of which are identical to the marketing of non-alcoholic energy drinks.
One of these methods is price: pre-mixed alcoholic energy drinks are a cheap alternative to purchasing the two types of beverages separately. The Marin Institute report demonstrates that in some California convenience stores, alcoholic energy drinks are cheaper than non-alcoholic energy drinks. An example used is Rockstar that at one store sells for $2.03 and at the same store the alcoholic version retails for $1.59.
In July 2010, MSNBC reported that New York Senator Charles Schumer urged the Federal Trade Commission to investigate the marketing of some caffeine-infused alcoholic beverages because the advertising appears to target underage drinkers.
In early 2010 the FDA asked beverage makers to prove their products that combined alcohol and caffeine to be safe. The agency has not issued any results publicly from the investigation. A July 29, 2010 NPR news story reported that a handful of Democratic senators are demanding answers.
Some manufacturers like Miller Coors stopped adding caffeine into their alcoholic drinks in late 2009 after they were threatened with a lawsuit from several attorneys general who expressed concerns about the appeal to underage drinkers and potential negative health consequences. NPR reports that there are at minimum thirty manufacturers still selling these alcoholic energy drinks.
Sharon Johnson, a social worker in the addictions field stated in an interview with Suite101 on August 26, 2010, "The FDA asking the industry to come up with their own research stating these drinks are safe is beyond insane. Of course their studies will show the world these beverages are safe." She adds, "Does the FDA think we are stupid? That's self-governance and that is wrong."
Tight Regulations on Alcohol Energy Drinks
Law enforcement officials are calling for tighter regulations on these beverages. Maryland Attorney General Douglas Gansler is helping lead a national campaign against these drinks, and he calls them "disgusting." In a May 2008 Time Magazine story, he stated, "The caffeine is a stimulant that triggers the false impression that kids can drink more and still function normally. The kids won't recognize they are actually drunk...And then all of a sudden, over a short period of time, it goes Bam, and they're gone."
Energy Drink Facts
The Marin Institute says that in 2006, 500 new energy drink products were introduced worldwide. 31 percent of 12 to 17 year olds are regular consumers of energy beverages compared to only 22 percent of 25 to 34 year olds.
An E-How article indicates that in 2009, the energy drink sales market in the U.S. was $4 billion dollars, and is expected to grow to almost $10 billion in 2010.
As with so many other things in life, consuming these products in moderation will pose little negative health effects. There will always be a risk in drinking alcohol energy cocktails, especially if a person is using prescription or over-the-counter medications.
Sources:
Marin Institute
E-How
Additional Information:
Coffee, Cola, Energy Drinks and Caffeine Abuse
Substance Abuse Now Includes Energy Drinks
Karen Stephenson - Karen has written for several newspapers and print media in addition to many online publications. She holds a B.A. in English and an ...
