Current Beverage Trends

When analyzing the word trend, you think of the popular thing at the given time. Basically the it factor. But when looking into the current beverage trends, no other trend comes close then alcoholic energy drinks. With colorful looking canes and a flavored taste, the drinks are a big sensation amongst college crowds across the country. But the major question is,are alcoholic energy drinks just something that's here today and gone tomorrow or here to stay.

My first understanding of alcoholic energy drinks came from a couple of employees who spoke about what a great night they had and how they'd drink-ed something called "4 lokos". My first thought was the name sounds dangerous from the start. And when I heard how the drink is like red bull and rum mixed in one, I knew this would be a drink that would cause up a stir. Alcoholic energy drinks are prepackaged beverages that combine alcohol and caffeine, guarana, ginseng, taurine and other ingredients commonly associated with nonalcoholic drinks energy drinks. They must be malt- or distilled spirits-based.

The marketing of these energy drinks are really clever. Producers of alcoholic energy drinks are using several tactics to promote their brands, many of which mirror the marketing of nonalcoholic energy drinks. The first tactic involves price: premixed alcoholic energy drinks provide a cheap alternative to purchasing the two types of beverages separately. (Youth are particularly sensitive to price.) In fact, in at least some convenience stores in California, alcoholic energy drinks are cheaper than nonalcoholic energy drinks. One analysis of Sparks described it as a direct competitor to drinks that mix Red Bull and vodka: Pitched as an alternative to 'so last year' Red Bull-and vodka combinations, a fresh drink on the market proposes to be the top choice to get your alcohol fix with a zap of energy. "Launched in 8 oz. steel cans, Sparks is quickly gaining a reputation amongst party goers and trendsetters as the newest addition to the energy-drink market. The vibrant orange and metal silver cans are almost toy-like.

But Alcoholic energy drinks have a huge down fall, they can cause health issues. Alcoholic energy drinks contain a lot of sugar and flavoring. The difference is that this new generation of malt beverages also contains stimulants. A typical can has about as much caffeine as a venti cup of Starbucks, along with additives like guarana and ginseng that can rev the central nervous system. Mixing powerful stimulants contained in some energy drinks with depressants in alcohol could cause cardiopulmonary or cardiovascular failure.

The popularity of the drinks has exploded over the last few months, and there have been numerous reports of young people falling ill after drinking them. Four Loko came under particular scrutiny after students who drank it last fall at

...