“You wouldn’t know it had alcohol in it until you read the can”: Adolescents and alcohol-energy drinks

Young Australians’ perceptions, and consumption, of alcohol-energy drinks were examined via a multi-method study conducted in late 2008. The study consisted of: 12 focus groups with 12- to 17-year-olds from metropolitan, regional and rural New South Wales (n = 95); and a survey of 12- to 17-year-olds with data collected through schools, intercepts, and the Internet (n = 1263). Alcohol-energy drinks were a popular product among adolescent participants, with similarity to soft drinks identified as a primary appeal, and they showed limited awareness of the potential harms from their consumption. Given the international evidence of harms associated with alcohol-energy drinks, those concerned with reducing alcohol-related harm amongst young people should advocate for restrictions on this product category.

► We conducted qualitative and quantitative research with12–17 year olds.
► AEDs give the consumer increased energy while allowing them to feel the effects of alcohol.
► One-third of respondents would be more likely to purchase an alcohol product with energy ingredients.
► Almost half would be more likely to purchase a product that looked like a soft drink.
► There are clear grounds for restrictions, or a ban, on this product category.