Alcoholic Energy Drinks: An Analysis, Study notes of Marketing

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ALCOHOLIC ENERGY

DRINKS

Do you REALLY know what

you are drinking?

Do you know the difference?

 Can you tell which of these contains

alcohol?

TILT

 Tilt is an energy drink, containing alcohol. It is

marketed as a "Premium Malt Beverage". Its

active ingredients include caffeine, ginseng,

and Guarana. Its alcoholic content by volume

varies, from 6.6 in the berry flavor and up to

8% in the lemon lime, higher than most

American beer (commonly 3-6%), and slightly

higher than competitor Sparks (7% maximum).

JOOSE

 Joose is an alcoholic energy drink and is growing in popularity due to its relatively high alcohol content (9.0-9.9% ABV) compared with other beverages generally available at a convenience store such as beer (typically 5-6% ABV) and other alcoholic energy drinks (typically 8% ABV).

 Joose is comprised of malt beverage, caffeine, taurine, ginseng, and natural coloring. Joose is currently available in 23.5 oz orange, red, or blue cans on a black background.

3 SUM

 3SUM is an Alcopop "infused" with the energy

components caffeine, ginseng, and taurine. 3SUM is considered an energy drink and a flavored alcoholic beverage. 3SUM is available in 4 different flavors: original, apple, tropical, and watermelon

FOUR

 Four is a 16oz canned alcoholic malt beverage sold in

the United States and produced by Phusion Projects Inc. of Chicago. It contains 6.0%ABV as well as carbonation, sugar and artificial flavoring, similar to other alcopops. Its name is derived from its four other ingredients, caffeine, taurine, guarana, and FDA approved wormwood oil, the species of which is unknown.

OTHER AEDs AVAILABLE

 24/SEVEN LIQUID TORQUE

CHARGE

ABOUT THE PRODUCTS

 Alcohol is a depressant. The term “alcoholic

energy drink” is an oxymoron. There is a large

body of research showing that drunk person

plus caffeine still equals drunk person.

 That being said, a number of brewers have

been jumping in on the action. That lucrative

energy drink market is just too tempting.

 In many ways it’s a similar situation to the

“hardcore” energy drinks. It’s all about

marketing - and many of these drinks look just

like a typical energy drink (and apparently fool

store clerks too).

 Virtually all of them are “infused with caffeine,

ginseng and guarana”and are 6-12% alcoholic

by volume.