What is the Big Deal with Energy Drinks?

There is no shortage of new drinks coming onto the market, and as time passes and certain drinks are proven more successful than others, the market also focuses in on specific types of drinks that sell, and sell well. This has sparked quite a bit of controversy as of late with the advent of so-called "energy drinks."

To put it simply, energy drinks are exactly what they sound like: drinks that are specially formulated to give the drinker a boost of energy. These drinks come in a variety of colorful cans and bottles which appear to draw the attention of teenagers and youth.

So what exactly are these energy drinks?
A quick look at the drinks' ingredients provides a listing of interesting substances that most people know nothing about. If you haven't tried energy drinks, you are likely to have never hears of substances such as methylxanthines, guarana, taurine, and glucuronolactone. Many of these substances contain high amounts of caffeine according to the Pharmacognosy Research Laboratories of London, or are designed to increase the effectiveness of caffeine.

The problem comes with the amounts and combination of these ingredients required to create the desired "boost" of energy. Unlike most sports drinks, which contains between 5-7% carbohydrates to limit blood sugar or energy mountains and valleys (also called crashes), energy drinks contain well beyond the recommended amounts, and can easily result in unhealthy spikes and falls, according to a report in Newswise.

A New York Times article also links energy drinks with cardiac arrhythmia, heart palpitations, and emergency room visits. A case report by Science Direct links energy drink consumption with the early onset of seizures. Even more alarming was the death of French athlete Ross Cooney who died in 2008 playing a basketball game after drinking a number of energy drinks. France and Denmark both responded by banning the energy drink Red Bull from their stores.

Marketing and Future Appeal
The colorful packaging and vivacious commercials for these energy drinks draw in younger crowds. Very often the commercials for energy drinks involve cartoon-style characters, or involve a young party scene. A simple trip to the mall reveals that the primary consumers of these energy drinks are teenagers, and those teenagers hold their cans proudly as they drink what amounts to a cool, mind-altering substance. The Marin Institute reports that 31 percent of 12- to 17-year-olds are regular consumers of energy drinks, and that number appears to be growing.

The alarm does not necessarily need to be raised concerning teenagers drinking energy drinks now, unless those drinks are consumed in larger-than-recommended quantities. However, for many of these drinks, the recommended quantities are one can per day, and some, like the Monster BFC, recommends less than one can per day.

The larger concern here is the interest that alcohol companies have taken in the energy drink market, and the new marketing strategies that they have begun as a result. The Marin Institute reports that already Anheuser Busch has been forced to pull numerous alcoholic energy drinks from the market due to their campaigns which tend to confuse younger consumers as to which drinks are ok to purchase and which are not. Still, the market is newly flooded with alcoholic drinks of all sorts that are designed to appeal to energy drink consumers, thus turning energy drinks into a gateway drug.

Drinks and Drug Culture
Even more types of drinks are becoming available to young people as well, including the "anti-energy drink" Drank, which bears a striking resemblance to Purple Drank, a popular drug in the hip-hop culture used to induce drowsiness and hallucinations. The energy drink Cocaine was pulled from the market after protests brought about due to its obvious drug reference name.

More and more, these drinks are beginning to push the envelope and get young people to blur the line between illegal drugs and a fun, cool culture. And, as these drink companies continue to develop branding that reaches out to an impressionable crowd looking for acceptance and ease of life, kids will continue to buy these drinks, and many will undoubtedly take that next small step which could be difficult to come back from. This path should be tread with caution, not the carelessness of youth.

Sources:

The Xanthine Content of Guarana and Its Preparations. D. K. Bempong, P. J. Houghton, Kathryn Steadman. Pharmaceutical Biology. August 1993.

Energy Drinks - Busting Your Health for the Buzz. Newswise, September 2008.

Taste For Quick Boost Tied to Taste for Risk. The New York Times.

New-onset seizures in adults: Possible association with consumption of popular energy drinks. Epilepsy & Behavior, Volume 10, Issue 3, May 2007, Pages 504-508.

Alcohol, Energy Drinks, and Youth: A Dangerous Mix. The Marin Institute, 2006.