How are they marketed?
Like their non-alcoholic counterpart, alcoholic energy drink producers promote youth consumption using “grassroots” level marketing strategies, as opposed to traditional channels (such as television, radio, magazine, and outdoor advertising). Companies are looking for “one-on-one relationships” gained through events, extreme sports sponsorships, Internet interactions, text messaging, and communication among users on Internet sites such as MySpace and Facebook. One recent example is the recent sponsorship of “air guitar” champion William Ocean by Miller’s product Sparks.
