Seeking to capitalize on the growing popularity of nonalcoholic energy drinks, many beverage companies are now selling versions that contain alcohol.  They have rolled out major marketing campaigns that portray the drinks as a great way to increase stamina and party till dawn.

One company trumpets its product as "a new power source for the 21st century."

"Who's up for staying out all night?" asks another ad.

Says another, "Say hello to an endless night of fun."

Such advertising, aimed at young people, suggests that the drinks have a safe, energizing effect while failing to mention the potentially severe, harmful consequences of mixing caffeine and other stimulants with alcohol. 

That's why I joined Attorneys General from 29 states this week in a letter asking the federal government to investigate advertising claims made by the makers of these products.  We're asking the U.S. Alcohol and Tobacco Tax and Trade Bureau to take appropriate enforcement action against companies that make misleading health-related statements about the drinks.

These drinks present a significant health and safety risk for America's youth.  Alcohol is the country's No. 1 drug problem among young people.  The three leading causes of teen death – auto crashes, homicides and suicides – are all strongly associated with alcohol.

A recent medical study tested the interaction of alcohol and energy drinks.  It found that caffeine and other stimulants did nothing to reduce the negative effects on people's motor skills and visual reaction times, but it did reduce their perception of alcohol intoxication.  The study makes it clear that people who consume these beverages will often falsely believe they can continue to drink and function without impairment, even behind the wheel of a car.

On the state level, I'm working with Jerry Oliver, Director of the Arizona Department of Liquor Licenses and Control, to see that the alcohol drinks are not marketed in ways that allow them to be mistaken for nonalcoholic versions.  More specifically, we are asking distributors and retailers to keep nonalcoholic and alcohol versions separate and clearly labeled in stores, to review training procedures for clerks to make sure they know which energy drinks contain alcohol and to program cash registers so clerks will ask for proof of age before selling the alcohol drinks.

Alcohol energy drinks come with significant risks.  Consumers, and young people especially, need to know much more than the extravagant and sometimes misleading claims made by the advertisers.

Terry Goddard