Marketing alcoholic energy drinks to youth: Health dangers and policy action

In 2007, Marin Institute released a ground-breaking study on a dangerous emerging product category of caffeine-laced alcohol, ie, energy drinks containing alcohol. The report describes how alcohol companies are capitalizing on the growing popularity of highly-caffeinated soft drinks among teenagers to create a dangerous combination of alcohol and stimulants. The report also describes how some companies are deliberately targeting youth with their marketing practices.

Now, more evidence has emerged about the dangers of mixing alcohol and caffeine. This presentation will provide the latest information about these products and the harm they are causing. In addition, state attorneys general and other policymakers are taking action.

But still the products remain on the market. This presentation aims to take this conversation to the next level by offering practical steps that advocates can take to address this problem. Model statutory language, for example, to ban the products, will be explained. Another policy strategy is to change the classification of these products from beer to distilled spirits, as Marin Institute helped accomplish in California. This will both raise the taxes and move them further out of the reach of youth. The goal is to offer professionals a range of policy options to address this serious public health threat.