[Previous entry: "Spring Street Begins 2008 Scholarship Fund Drive"] [Next entry: "CC Splits Vote, Rejects Fee To Study Stormwater"]

12/19/2007: "Extreme Makeover – A New Look For Alcohol"

Seems the new “energy drink” fad has evolved again. Rolling Stone named one of them (Sparks) as the Hot Drink of the Year. "Energy" drink? The newest evolution of them has alcohol in the form of malt liquor added to the mix.

But for sheriff Bill Cumming there is a real potential for problems with the promotion of these new drinks to young people. Cumming states "This is very dangerous for our youth and families,and shows a wanton disregard for our community's safety. Please pay attention to this deception when dealing with our youth."

Here is the problem: Its supposedly an energy drink with Taurine, Ginsing, Caffine, and Guarana. However, there is an added kick, its a malt beverage with 6% alcohol and comes in 16oz cans, singles or 4 packs. Sparks Lite (with less calories) has just arrived on the scene in a blue/silver can. 12 packs of both are expected later this year.



(continued from front page)
The look of the cans makes the casual observer think they’re just another “energy drink.” For the most part, only the person holding the can knows what’s really inside.

Cumming found an interesting quote he ran across that was posted at an online beverage review website:
“This is so cool...After I drink a bunch of these, instead of passing out now i can stay awake because of the caffeine and lots of energy from ginseng so I can cause havoc to the neighborhood, kicking trash cans and punch the light out of everyone. I'll take a case, pls!! -Anonymous”

The most popular and widely available of these new drinks are:

Sparks (and Sparks Light)with 6% alcohol (Blue- or Orange-topped silver 16 oz can. $1.69-$1.99/can locally

BE (pronounced “B-to-the-E”) with 6.6 % alcohol. 10 oz can. Priced slightly higher than Budweiser brand beer.

TILT (also by Anheuser-Busch) 6.6%, 6%, or 4% alcohol based on states’ laws.

A couple other similar products that have hit the market are Liquid Charge and 3SUM

As a whole, these drinks are being marketed as the “in” drink to young, contemporary adults. One off island retailer is quoted as saying he “can’t keep it in stock” – it sells out too quickly. Where concern lies is that since these are designed to look both outrageous and innocent, they can be very appealing to minors.