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ALCOHOLIC ENERGY
DRINK PROBE
Erin Garcia
A. J. Smith
The Story


Feb. 2008: State AGs
issue probe beer
companies’ marketing of
caffeinated alcoholic
drinks.
Anheuser-Busch (Tilt, Bud
Extra), Miller Brewing
Co. (Sparks) among
corporations probed.
Issues



Popularity among underage drinkers leads to
questions regarding whether they are the target
market.
AGs/Consumer Advocates: Companies fail to clarify
dangers of caffeine/alcohol combination.
Drinks packaged and labeled like non-alcoholic
energy drinks, sold cheaper.
Marin Institute Clip
Questions

Are the companies really to blame or should the TTB
take responsibility as well?


No one is to blame. AB and Miller added caffeine to malt
liquor, called it an alcoholic energy drink, and sell it in the
beer section
Is this issue a result of misleading advertising or
miscommunication?
Absolutely not misleading advertising. The cans are
already very well labeled with alcohol content


What should be done?

What can be done? How can they change their can to be
less appealing to underage drinkers?
Sources





http://s.wsj.net/article/SB120353386557580553.
html?mod=fpa_whatsnews
http://youtube.com/watch?v=of9oudbXl2M
http://www.liquorsnob.com/archives/pictures/TiltAlcoholic-Energy-Drink-thumb.jpg
http://www.emahiser.com/Sparks.JPG
http://media.411vm.com/wiggin/in-theworks/RedBullAustralia08-05.jpg