Sparks Alcoholic Energy Drink to be Drained of Stimulants
The landmark decision was applauded by the California Coalition on Alcopops and Youth, which praised
The Coalition and other public health and safety groups raised alarms regarding Alcoholic Energy Drinks (AEDs) because of the risks they pose to the public, particularly young people. The caffeine in the drinks masks the intoxicating effects of the alcohol without reducing alcohol’s actual effect on judgment and motor skills. Increased binge drinking, drinking and driving, and other risky behavior are likely outcomes of this drug mix. The marketing messages promote these very behaviors.
Sparks, the leading AED on the market, is among the worst offenders, using various marketing slogans and images — such as rocket ships and lightning bolts — to promote its supposed energizing effects. Young people are particularly attracted to the product, a sugary mixture appealing to youth taste packaged in cans that are indistinguishable from energy drinks popular with teens.
The California Coalition on Alcopops and Youth has had as a top agenda removing AEDs from the marketplace because of the risks they pose to young people and the deceptive marketing practices that have been employed.
AEDs hit the market after
The California Youth Council conducted its own investigation of AEDs. Its findings were disturbing. “These drinks are popular among our high school peers. The marketing makes them very attractive, and no one is aware of the risks involved,” said
“Parents, young people, teachers, law enforcement, even liquor store clerks couldn’t tell the difference between non-alcoholic beverages and AED’s,” said Dr.
“Sparks has been the poster child for irresponsible marketing,” said
SOURCE California Coalition on Alcopops and Youth