How are caffeinated alcoholic beverages marketed to youth?
Like their non-alcoholic soft drinks, producers of alcoholic energy drinks 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 social networking sites such as Facebook, MySpace and YouTube. The marketing tactics of companies such as JOOSE, Four Loko, and Liquid Charge employ youth-oriented imagery and slogans, promoting high-risk behaviors, and using containers similar to non-alcoholic energy drinks, which are popular drinks among teens.
