November 15, 2007

http://www.theacorn.com/news/2007/1115/front_page/003.html

Energy drinks with alcohol attract teens
Slick marketing conceals product contents
By Sophia Fischer  sfischer@theacorn.com

BOOZE OR NO BOOZE?--The popular energy drinks appear similar in packaging, but the 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.

"That 'speedball'--going up and down at the same time--is what John Belushi died of," said Hicks, referring to the comedian who died in 1982 from an injected lethal combination of heroin and cocaine. "It's a whole new ballgame in the teen party scene."

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."

An ABC investigator recently arrested a store cashier for selling three cans of Sparks, an alcoholic malt beverage, to a minor. The clerk denied knowing it contained alcohol. Sparks energy drinks come in alcoholic and nonalcoholic versions.

"Every product that goes into the store, the cashier should be trained on," Albrecht said

It is up to retailers to educate their workers to know the differences between the drinks, Hicks said. Stores are required to separate the alcoholic versions from the nonalcoholic versions. Some stores, like Ralphs and Vons supermarkets in Agoura Hills, use their checkout systems to help, according to store managers.

"The scanner alerts the cashier that this is an alcoholic beverage and the cashier asks for ID," said Vons' manager Napoleon Salguero.

But it's a "mixed bag" when it comes to clerks being educated and alert to the potential problem.

"Older retailers and managers do know the difference, but younger ones don't always," Hicks said.

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) 289-0100.