Library / Updates / The European Centre for Monitoring Alcohol Marketing informs of a disturbing trend in Europe: The raise of alcoholic energy drinks
The European Centre for Monitoring Alcohol Marketing informs of a disturbing trend in Europe: The raise of alcoholic energy drinks
Research shows that the combination of alcohol and energy drinks are a dangerous mix. Adolescents who drink alcohol in combination with energy drinks are more likely to binge drink, to be involved in accidents and to get injured (O'Brien, 2008). In the end of July, Anheuscher-Busch withdrew their alcoholic energy drinks from the US market due to pressure from Public Health advocates
However, as was reported in the EUCAM trend report 'Drinks with a Boost: Alcoholic Energy Drinks' these alcoholic energy drinks are launched increasingly on the European market (http://www.stap.nl/eucam/home/trends_in_alcohol_marketing.html).
Two weeks ago, the ban of the non-alcoholic energy drink Red Bull was lifted in France. This gives opportunities for producers of alcoholic energy drinks as well.
In other European countries we already see an increase in the introduction of alcoholic energy drinks. STAP, the National Foundation for Alcohol Prevention in the Netherlands, has sent out a press release to call on the Dutch supermarkets to ban the recently introduced alcoholic energy drinks from their stores.
Press release: http://www.stap.nl/eucam/home/news.html?bericht1881=236#p1881