Energy drinks with alcohol attract teens
Slick marketing diverts attention from contents
By Sophia Fischer sfischer@theacorn.com

BOOZE OR JUST CAFFEINE?- The popular energy drinks appear similar in packaging, but Rockstar 21, Sparks and Tilt brands each contain alcohol. Read all labels carefully, officials warn.

That energy drink your teen is so fond of may contain a potent mix of alcohol and caffeine. Using names such as Tilt, Rockstar 21, Liquid Core, Sparks and Joose, the colorful cans sold in grocery, convenience and liquor stores are marketed to children and young adults.

Although it is illegal for minors to purchase the drinks, cashiers are sometimes confused because the alcoholic and nonalcoholic packaging is so similar and the labels are hard to read, according to Chris Albrecht, district administrator for the California Alcohol Beverage Control office in Ventura County. It is a growing problem and a law enforcement challenge, said Albrecht, who does not consider any drink containing alcohol to be an "energy drink."

"Everyone has to understand that drinking one of these products is virtually the same as drinking a beer product," Albrecht said. "It can have a dangerous impact on driving or any other activity."

According to California law, any drink with more than one-half of 1 percent of alcohol is considered alcoholic. A standard beer contains 3 to 5 percent alcohol.

Energy drinks contain various levels of alcohol, and Joose is one of the more potent brands. At 23½ ounces, and 9.9 percent alcohol, a single can of Joose is the equivalent of three beers and eight cups of coffee, said Dan Hicks, program administrator for Straight Up Ventura County, a nonprofit organization that promotes social change regarding underage drinking among 15- to 25-year-olds. The other brands contain 6 to 7 percent alcohol.

"Manufacturers are conveniently blurring the line of what's alcoholic and what's not," Hicks said. "Go to the sparks.com website to get a clear idea of who they're targeting."

Teens like the drinks because the caffeine helps reduce the sluggish effects of the alcohol. But the combination of stimulant and lethargy can be lethal, said Hicks.

There are about a dozen different alcoholic energy products that would not be detected by a parent or school administrator as such, according to Hicks. A recent walk by administrators through a San Diego high school during lunch revealed nine students drinking alcoholic energy drinks, he said.

"These kids were openly getting a buzz on campus," Hicks said. "We have a significantly higher number of young people drinking on campuses in Ventura County. Are energy drinks containing alcohol contributing to these statistics? We are researching that."

There have been efforts by the state Legislature to require manufacturers to improve labeling.

"Frankly, many store owners and clerks are not even aware that these 'alcopops' contain high levels of alcohol so they are easily obtained by children and teens," said Diana Traficante, an Oak Park parent. "This is a serious matter. Think about your child knowingly or unknowingly purchasing one of these energy drinks and the effect it can have on his or her daily activities."

For more information or to report sales of alcohol to minors, call the Alcohol Beverage Control office at (805) 289-000