Lawmaker Slams Alcoholic Energy Drinks Marketing

ALBANY, New YorkU.S. Sen. Charles E. Schumer called on the FTC to launch an immediate investigation into how beverage companies are marketing flavored alcoholic energy drinks that appear to be explicitly designed to attract underage drinkers.

According to Schumer, popular caffeinated drinks such as Four Loko and Joose, look nearly indistinguishable compared to energy drinks, yet contain up to 12% alcohol per volumetwo to three times the amount of alcohol in one can of beer.

He said 24-ounce cans of Four Loko and Joose feature hip, flashy colors and designs that could appeal to younger consumers, and the labeling and packaging render them nearly indistinguishable from ordinary energy drinks. He also noted that some stores stock the alcoholic drinks next to other energy drinks causing further confusion.

Our parents and law enforcement are doing everything they can to keep alcohol out of the hands of teens, but it becomes a difficult task when beverage makers create and market a product that seems like an everyday energy drink, he said. The marketing of drinks Four Loko, Joose, and others like them lead one to believe that manufacturers are trying to mislead legal-age adults while actively courting underage drinkers. This is dishonest, irresponsible, and wrong. Its time for the FTC to immediately turn their attention to these products and address this problem once and for all.

In 2008, Anheuser-Busch InBev NV and MillerCoors LLC reformulated caffeinated alcoholic beverages under pressure from several states and regulatory bodies; however, smaller companies like the manufacturers of Four Loko and Joose managed to remain unnoticed.

Schumer requested a full review of the marketing of caffeinated alcoholic beverages to determine whether enforcement actions are warranted, and to ensure sufficient investigative and enforcement resources are focused on curbing alcohol marketing to underage consumers.