Alcoholic energy drinks lure teens

Chesterfield SAFE is cracking down on the sale of alcoholic energy drinks, believing the beverages are being marketed to underage drinkers. Lisa Billings/Chesterfield Observer Alcoholic energy drinks have created quite a buzz in recent years. Unfortunately, their high alcohol content, sweet flavoring and colorful packaging have made them a favorite alcoholic drink for teens.

“The drinks are very sweet – sickeningly so – which I think is done to appeal to young people,” said Wayne Frith, executive director of Chesterfield SAFE, a substance abuse prevention organization. “Kids like sweet stuff.”

Studies show that teens are attracted to what have become known as super-size kiddy drinks, especially teenage girls. The price is also right for cash-strapped teens; most cost around $2.50 per container.

But the fad may be waning.

“The last couple [of] parties I was at, I saw no energy drinks. Maybe two years ago, I saw a lot of people with them,” said 19-year-old Sam, who asked not to be identified because he works undercover for SAFE doing alcohol-compliance checks at county stores. “People are still drinking them, but it’s not as crazy as it used to be, especially in light of the recent ban. I think it’s a phase that may be fading.”

In November the Food and Drug Administration banned the sale of energy drinks that contain both alcohol and caffeine. Several manufacturers have pulled their drinks off store shelves and revamped their recipes. New versions of their drinks began showing up on convenience-store shelves in mid-December.

Before the ban, the caffeine-laced alcoholic energy drinks were a popular choice for teens, landing some young drinkers in the hospital because of alcohol poisoning. Drinks with both alcohol and caffeine can leave consumers “wide-awake drunk” and mask the symptoms of over-consumption.

“The drinks typically contain 12 percent alcohol – beers range between 3.5 and 6.5 percent alcohol, so they’re three to four times stronger than a regular beer,” said Frith.

“Some kids definitely favor alcoholic energy drinks because they’re able to get drunk, but still feel good because of the caffeine,” said Sam.

Since the ban, the drinks still have alcohol and energy – mainly sugar – but no caffeine. The change is a step in the direction of safety, but the drinks still appeal to teens.

“The problem with the sugar is that it makes it a kiddy drink,” Frith said. “For example, Four Loko took out the caffeine, but it’s still got all the sugar and 12 percent alcohol.”

SAFE works with local police to run compliance checks at local stores. Teens with special training, like Sam, attempt to buy alcohol under the supervision of plain-clothed police officers. Most clerks refuse the sale, but for those who don’t, the police officer writes up a citation on the spot. The ABC Board can pull a store’s license for selling to minors.

Sam said teens sometimes try to buy alcoholic energy drinks, hoping the store clerk won’t notice the drink contains alcohol.

“Some people think, ‘Those alcoholic energy drinks look a lot like regular energy drinks, so maybe there’s a better chance that the guy won’t really pay attention.’ But if the guy knows what he’s doing, he won’t sell it to you,” explained Sam.

During a blitz of compliance checks at the end of December, at least 10 of 161 stores sold alcohol to underage shoppers. Two of those sales were to a 15-year-old female. The teens were instructed to try to purchase alcoholic energy drinks if they were available at the store they were checking.

Some people claim the packaging is deceptive, so the store clerks may not realize they’re selling alcohol, even though the drinks are usually stored next to beer.

Capt. Rusty Lescault of the Chesterfield Police Department said the police aren’t interested in reasons or excuses.

“We don’t really look at excuses at the time,” Lescault said. “We just make charges. It’s up to the court to consider the excuses.”

But, even as Chesterfield police crackdown on stores for selling to underage shoppers, Sam says there will always be teens who know where to go for alcohol. Some teens have fake IDs; others just know which store clerks will turn a blind eye toward minors purchasing alcohol. Most, however, get their drinks from older siblings or friends who are already of age.

Lescault said he suspects alcoholic energy drink manufacturers are targeting young drinkers because they come from a generation that grew up with non-alcoholic energy drinks. Now manufacturers are offering adult versions of the same drinks.

However, to others, it appears that energy drinks have become a popular choice for consumers of all ages. Leo, an employee at the BP station on Genito Road in Midlothian, said the popularity of energy drinks spans generations.

“Old to young, people love these energy drinks with alcohol,” he said.