Alcoholic energy drinks raise concerns; Michigan agency investigates labeling
Ronnie Jamil, owner of Bella Vino Fine Wine and Spirits in Farmington Hills, holds up a can of Four Loko Cranberry Lemonade alcohol energy drink, left, and AriZona Ice Tea and Mango drink. The state regulatory agency recently passed a motion to examine the packaging of flavored alcoholic drinks with caffeine and other stimulants.
AP Photo
Alcoholic energy drinks in brightly colored cans with names like Joose and Sparks are bound to appeal to young people, Therese Doud thinks, and that has her worried.
Doud, a substance abuse prevention coordinator for the Washtenaw County Public Health Department, said there are inherent risks when combining alcohol, a depressant, and caffeine, a stimulant.
Doud said it's pretty clear marketers of these drinks are selling to a young crowd.
"You're intoxicated, but you don't think you're intoxicated," she said. "The feeling is, I'm alert and I can handle this." And while the alcohol content is noted on the can, she said, "you have to look for it."
"When you think about what's appealing ... it's clearly sort of a youthful market, they may be going toward college kids, but it's going to have (broader) appeal."
Doud isn't the only one with such concerns. Earlier this month, the Michigan Liquor Control Commission decided to take a closer look at the caffeinated, alcoholic drinks commonly sold at liquor stores.
The state regulatory agency unanimously passed a motion to examine the packaging of flavored alcoholic drinks with caffeine and other stimulants. Michigan is among the first states to independently target the drinks, which are also under federal scrutiny over concerns about health effects and whether they are marketed to minors.
"We have directed our staff to bring to us these alcohol-energy drinks that have a stimulant. We're going to look at their labels and see if they are in any way confusing or misleading," said commission Chairwoman Nida Samona. "We believe that these products sometimes are misleading people. ... You've got an upper and a downer all in one package."
Under the rule, the Liquor Control Commission can inform a manufacturer if regulators find labels or packages do not clearly show the presence and percentage of alcohol and other stimulants. The beverage maker then has 90 days to make changes and submit it for approval.
"If they don't comply, it comes off the shelves," Samona said.
Justin Bishop, prevention specialist with a non-profit organization called Clean Teens, said some Michigan residents have had concerns about these products for at least the last year and have gotten involved in the conversation.
"A lot of Michigan residents are going to the Liquor Control Commission meetings, which really isn't common," he said.
Brad Christman, who graduated from Ann Arbor Huron High School this spring and is now a freshman at St. Olaf College in Northfield, Minn., spoke on the issue at one of the commission's meetings last year. He helped form a group called Students on Alcohol Prevention during his sophomore year of high school.
Christman said the labels on alcohol-energy drinks — which look similar to those of non-alcoholic energy drinks — "take the fear out of buying" for people who are underage, because they can "have a back-up plan to play dumb" if they are asked for ID.
"You could say, 'Oh, I'm sorry. I made a mistake. I thought this was a normal energy drink,'" he said.
He said the volume and alcohol content of these types of drinks also may "influence people to binge drink," because a typical alcohol-energy drink is 24 ounces and has a 12 percent alcohol content, compared to a 12 ounce can of beer, which normally has an alcohol content ranging from 4 to 7 percent.
"It's almost four times the alcohol content of a (regular) beer," Christman said. "One can, one serving, is enough to get you intoxicated."
Michigan joins such states as California, Montana and Utah that have instituted regulations or limited access to the category of drinks often sold in single cans containing hip, colorful designs. Many other states have called on the federal government to investigate and are waiting for the results of a health and safety study by the U.S. Food and Drug Administration.
Kevin Jaboro, owner of Ann Arbor's A and L Wine Castle said he sells two types of alcohol-energy drinks: Sparks, which comes in different fruit flavors, such as "lemon stinger," and Joose, which comes in a variety of fruit flavors with added ginseng, caffeine and taurine. The Joose can, he says, resembles a "soda can."
Despite the colorful packaging and the promise of an energy boost, Jaboro said he's not concerned about the products' potential appeal to minors.
"I really don't get the younger crowd buying them, it's really the 30 to 40 crowd," Jaboro said. "It's very surprising."
Last year the FDA notified about two dozen alcohol-energy drink makers that the agency has never specifically approved the addition of caffeine to alcoholic drinks. Officials noted a Wake Forest University study that students who combine those ingredients are more likely to suffer alcohol-related injuries than those drinking alcohol without caffeine.
Democratic U.S. Sen. Charles Schumer of New York recently sent a letter to the Federal Trade Commission urging it to investigate the marketing of the drinks. He said the colorful cans are designed to confuse parents and police with labels that resemble nonalcoholic energy drinks and other beverages.
Lorin Brace, manager at Ann Arbor's Village Corner on South Forest Avenue, said the store caters mostly to 20-somethings. He said it's difficult to tell whether the alcohol-energy drinks he sells are more appealing to that group than any other alcoholic beverage.
"Most of our alcohol sales, other than wine, is to a younger crowd, 21 to 25 (years old), because we're right on campus," Brace said.
Brace said Village Corner sells Four Loko and Joose, which he says are located near the wine coolers and hard lemonade in the store.
"I don't really see how (the packaging) would be misleading," he said. "Other alcoholic beverages have brightly colored labels and it says right on there the alcohol percentage."
An official with the Michigan Licensed Beverage Association said the industry trade group has created a training program for servers and managers that includes information about alcoholic energy drinks. Executive Director Lance Binoniemi said it's important for them to know the differences among all labels to protect themselves as well as customers.
"In this instance, I have to commend the Liquor Control Commission on their diligence. They certainly held a lot of meetings regarding this issue and heard from the public," he said.
Doud said it's important that parents be aware of what their children are drinking. She said that goes for non-alcoholic drinks too. "Maybe it's not OK for kids to be jazzed up on caffeine."
The Associated Press contributed to this report.
Heather Lockwood is a reporter for AnnArbor.com. Reach her at heatherlockwood@annarbor.com or follow her on Twitter.
Comments
phil gordon
Thu, Oct 28, 2010 : 1:43 a.m.
Sugary, high-alcohol energy drinks that are popular with college students who want to get drunk easily and cheaply came under renewed scrutiny. The energy drink which is said to be the culprit of the incident is Four Loko which has an alcohol content of 12 percent, comparable to four beers, accoding to the company's website. Binge drinking has been a harmful university pastime for years. But a recent case involving a group of Central Washington University students in Ellensburg, Wash., and alcohol poisoning highlights at least two troubling new trends in binge consuming that health experts report are best avoided, said KOMO Seattle. The CWU students, some of them hazardously underweight, had passed out at a party after consuming a $ 2.50 caffeinated malt spirits called Four Loko. I wonder if the
stunhsif
Fri, Sep 24, 2010 : 8:43 p.m.
I like my beer but I must say that if these 24 ounce ( looks like a pop can) beverages really have 12% alcohol ( most beer is 4.5%) and they are laced with mild stimulants I have a problem with them. They probably taste like mountain dew as well. The bottom line is if you drink one of these 24 ouncers it is equal to drinking 5 and a half Bud Lights and on top of that you are getting the stimulant effect to counter act the dulling buzz effect of beer. Drink two of these and even a hard core drinker is going to get looped but think they are "ok" to drive because, "heh, I only had two drinks" and I don't feel very buzzed!
AAFish
Fri, Sep 24, 2010 : 8:34 p.m.
The best "energy drink" that I can think of is the old-fashioned martini. It's almost pure booze, so it weeds out the lightweights.
smokeblwr
Fri, Sep 24, 2010 : 2:54 p.m.
The energy drink phenomenon has really taken off with kids. In fact I've noticed in public that lots of kids with, uhhh...."weight issues"...drink them. These things are loaded with calories and what do kids need EXTRA energy for? To pull an all nighter playing video games? I only drink them when I'm hung over.
julieswhimsies
Fri, Sep 24, 2010 : 2:46 p.m.
Maybe I've been living under a rock, but I had no idea that an "energy" drink containing alcohol even existed. A depressant/stimulant? What?
Lokalisierung
Fri, Sep 24, 2010 : 2:44 p.m.
"WE ALREADY HAVE REGULATIONS on labeling that doesn't make clear what is in the product and also the attractiveness to youth (which is why you don't see much advertising for alcohol anymore)." Every alcoholic beverage must have alcohol content on it. These drinks will also be located in the alcohol section. Ac hile could not purchase this as they would be carded, and proven not old enough. If a parent is strolling through the beer coolers for drinks for their child, then I'm sorry, that's their problem (and I'm not one of those people that blames the parent for everything). The second point is "attractiveness to children," which is subjective at best (but even I would agree with cartoon characters smoking). Thousands of products use bright, metallic, shimmering colors to attract people's eyes to them; it's marketing 101.
M.
Fri, Sep 24, 2010 : 2:19 p.m.
I hope everyone here with negative comments can understand the issue is YOUTH being attracted to these alcoholic energy drinks. I myself almost accidentally purchased one while I was looking for an energy drink but happened to notice the small alcohol content label at the last moment. It is definitely possible for a parent to purchase one of these for their teen, thinking it is a fruit or energy drink. WE ALREADY HAVE REGULATIONS on labeling that doesn't make clear what is in the product and also the attractiveness to youth (which is why you don't see much advertising for alcohol anymore).
Lokalisierung
Fri, Sep 24, 2010 : 1:21 p.m.
"that if caught drinking these beverages on your porch you should be fined 1,000.00" And god help you if you're on a couch!
Jay Allen
Fri, Sep 24, 2010 : 1:18 p.m.
Instead of waiting for the State and "our" fearless leaders to take a stance on this, I think the Mayor and AA City Council should pass an ordinance that if caught drinking these beverages on your porch you should be fined 1,000.00
Lokalisierung
Fri, Sep 24, 2010 : 12:20 p.m.
"I would think the embarrassment of being seen buying one of these fruity neon booze drinks would stop anybody from actually even drinking them." Agreed; basically they are wine coolers with caffeine. What would Bartles & James do!
smokeblwr
Fri, Sep 24, 2010 : 12:14 p.m.
I would think the embarrassment of being seen buying one of these fruity neon booze drinks would stop anybody from actually even drinking them. What would John Wayne Do (WWJWD)? He wouldn't be caught dead drinking one that's for sure.
Lokalisierung
Fri, Sep 24, 2010 : 11:49 a.m.
Let's all do this together....I'm not very good at math these days. ED = 12% alcohol X = 4 to 7% alcohol ED (EneergyDrink) = 4X (alcohol in beer) ED = 4(4 to 7 percent) ED = 16-28 12% = 16% - 28% Hmmm...doesn't seem top add up to me. The amount of the becerage is not a variable in this equation. Increasing that amount has no relation to the alcohol content.
Lokalisierung
Fri, Sep 24, 2010 : 11:36 a.m.
"It's almost four times the alcohol content of a (regular) beer," Christman said. "One can, one serving, is enough to get you intoxicated." Haha, oh my gosh, I didn't know any alcohol had an amazing 4X content than of beer! "because a typical alcohol-energy drink is 24 ounces and has a 12 percent alcohol content, compared to a 12 ounce can of beer, which normally has an alcohol content ranging from 4 to 7 percent." Right, and a typical 24oz bottle of Malt Liqour contains how much alcohol content? Nice comparing 2 different types of alcoholic drinks, served in different sizes.
Ypsi Gizmo
Fri, Sep 24, 2010 : 9:11 a.m.
This seems like such a ridiculous waste of time and money. Not to mention a waste of Washtenaw County and state resources. I thought the county and state employees were underfunded and overworked and that there was difficulty getting services to the mental health and/or substance abusing population who were requesting them? Relabeling or removing these products will not stop (or even likely decrease)alcohol or caffeine consumption. Next we'll be taking Robitussin off the shelves because kids are robotripping. I bet this is also worrying legitimate craft breweries like Arbor Brewing who sell a wonderful beer called "Expresso Love," which is definitely NOT marketed to a young audience.
Advo
Fri, Sep 24, 2010 : 9 a.m.
InsideTheHall has it right. Move over on the couch and I'll drink to it.
simply amazed
Fri, Sep 24, 2010 : 8:37 a.m.
Ridiculous. These type beverages are stocked with alcoholic beverages...not near the Arizona ice teas or other juices/high caffeine non-alcoholic beverages. Have yet to see a single party/liquor store have these type beverages in even close proximity. In fact, you sometimes have to hunt for a Four Loko. As adults, we buy them for ourselves, but if our 'children' are inadvertently drinking them at home because they 'look pretty', than you as a parent have the responsibility to keep them out of harms way..just as you would with that bottle of Jaeger that you're storing in the freezer next to the ice cream...you know, that same alcohol you're about to mix with some red bull. Give it a rest big brother. BTW, this coming from the over 40 crowd...not a 20 something.
xmo
Fri, Sep 24, 2010 : 8:30 a.m.
Sounds like something the Ann Arbor city council would waste their time on instead of tackling the tough problems!
Macabre Sunset
Fri, Sep 24, 2010 : 8:29 a.m.
So now we're supposed to protect liquor store employees from the apparent indignity of teenagers pretending they didn't know these drinks contained alcohol when it's written on the can? Teens don't like to be told they're wrong, especially if it's easily demonstrated. I don't understand the fuss as long as stores that sell liquor are carding everyone who buys liquor.
Emily
Fri, Sep 24, 2010 : 7:56 a.m.
Have we not all tried Jager bombs before? I mean, its an energy drink and a liquor with the same effects. Only Jager bombs have 20%+ alcohol in it.
smokeblwr
Fri, Sep 24, 2010 : 7:13 a.m.
A real man doesn't drink stuff out of pretty bottles or cans. I have nothing to worry about.
Jimmy McNulty
Fri, Sep 24, 2010 : 6:56 a.m.
Shouldn't the words "contains alcohol" on the label be enough to see what you're drinking? More government laws to protect you from yourself.
InsideTheHall
Fri, Sep 24, 2010 : 6:50 a.m.
More Nanny state from the Puritans trying to control our activity. Raise a can, burn a couch, and let the good times roll!
Ignatz
Fri, Sep 24, 2010 : 6:44 a.m.
I've got news for Ms. Doud. Alcohol in plain brown bottles with nothing but "Booze" on them appeals to youths. Go spend your time elsewhere.
dextermom
Fri, Sep 24, 2010 : 6:35 a.m.
I agree with hozay. They're sold in stores with liquor licenses, carding folks. How much more like pop can they be compared with things like Mike's and the other pop-like malt beverages? If stores are inappropriately selling alcohol to minors, that's a separate issue. If the products are like having a shot and a cup of coffee, why would we need to regulate them? Are we going to tell bars they can't sell coffee? How about education not regulation?
hozay
Fri, Sep 24, 2010 : 5:59 a.m.
Come on sheeple wake up how much more government regulation do we need in our live?