...March Alcohol and Energy Drinks Abstract The aim of this study was to examine whether alcohol consumption increased when an individual consumed an energy drink. 172 participants completed a two part survey comprising of questions regarding alcohol consumption and completion of the Risk Taking Questionnaire 18. The hypothesis that alcohol consumption in a single sitting would be higher in the high propensity group in comparison the low propensity group was supported. The hypothesis that alcohol mixed with energy drink consumption in a single sitting would be higher than alcohol only consumption in a single sitting was rejected. It was concluded that an individual with a higher pre-disposition for risk-taking behaviour would consume more alcoholic beverages in a single sitting than an individual without the pre-disposition to risk-taking behaviour. Future research should examine the effects alcohol has on energy drinks in comparison to individual consumption in order to truly understand the effects it has. Energy drinks (ED)’s are a relatively new concept in the overall soft-drink market, but are essentially rebranding and reselling caffeine to a different target market with an entire new sense of appeal. This appeal seen by the younger demographic of consumers is being combatted with the potential health risks of consumption, especially combined with the depressant, alcohol (McCusker, Goldberger & Cone, 2006).These energy drinks claim to provide...
Words: 2430 - Pages: 10
...Energy Drinks: A Boost in The Wrong Direction Martin C. Okereke East Tennessee State University Introduction The use of energy drinks in the world today as a means of overcoming life stress and challenges, and its effects in humans after its long use and consumption has initiated the writing of this research paper. The importance of this paper is to create a level of awareness in the mind of people about the effects of energy drinks when consumed in large quantities, combined or mixed with other drinks such as alcohol, and taken amidst medical health conditions. There have been various questions regarding the use, effects and promotion of energy drinks. The use of energy drinks has been linked to so many factors which are not limited...
Words: 681 - Pages: 3
...Mixing alcohol with other substances such as energy drinks is never really a good idea, and pairing it with energy drinks may become very dangerous, especially for the young adults whom drink it more often. A teenage girl at the aged 16, died after consuming three cans of pulse, which is a mix of vodka, soda and guarana, at a party in Cheltenham. An autopsy was conducted and it was found that the cause of death could not be determined. At a certain point, alcohol stops making a person intoxicated and doing liver damage and starts to do SERIOUS cellular damage to all parts of the body. Your blood stops being efficient at oxygenating muscles and tissues, and the alcohol itself contribute to killing cells (especially brain-cells). At this point you can risk brain-damage, and even death. For this reason you might want to avoid the Caffeine. Alcoholic mixed drinks have many adverse effects and are a dangerous cocktail. The mixed drink needs something done about it. When you ingest caffeine, it stimulates the body's fight or flight response, producing a surge of adrenaline. If our bodies are subjected to too much adrenaline, we can experience seizures, chest pain, heart palpitations and agitation – these are all signs of caffeine toxicity. The vast majority of these related to 'recreational' use of energy drinks, with affected 'recreational users' aged 15 to 21 years. Energy drinks have become enmeshed in the subculture of partying. The practice of mixing energy drinks with alcohol...
Words: 749 - Pages: 3
...including beer, wine, liquor, and the nascent pre-mixed & energy segment) • Analyze PepsiCo’s operational and strategic advantages as they relate to potential entry into those markets • Identify, test, and address prerequisites for successful market entry • Provide strategic recommendations on whether, and how, PepsiCo should pursue a new product launch in the alcoholic pre-mix beverage space 2 Should PepsiCo Launch an Alcoholic Pre-mix? Hypothesis: Current conditions are favorable for PepsiCo to launch a alcoholic pre-mix beverage. Sub-Hypotheses: 1. Scalability: Growing demand in the alcoholic pre-mix beverage market supports a new entrant. 2. Defensibility: There is a first-mover advantage in this market. 3. Execution test: – PepsiCo’s existing manufacturing, bottling, and distribution infrastructure can be leveraged to minimize costs through economies of scale vis-à-vis its competitors. – Adding an alcoholic pre-mix to PepsiCo’s portfolio would not negatively impact brand equity. 4. Value Proposition: Customers perceive an added value and are willing to pay a price premium for a Pepsi-branded alcoholic pre-mix beverage. Necessary Assumptions to be Tested 1. There is sufficient space in the alcoholic pre-mix market for another entrant. 2. There is a significant first-mover advantage in being the first major soft drink brand to enter the alcoholic space 3. The infrastructure for production and distribution of soft drinks is not materially different than for alcoholic...
Words: 1701 - Pages: 7
...and Fall of Four Loko 1) Are these drinks as dangerous as the critics maintain? How much of the problem is due to the high levels of caffeine, how much is due to the labelling and marketing and how much is caused by irresponsible behaviour on the part of the young drinkers? Are companies like Joose and Four Loko being singled out for social problems that are much wider in scope, in particular, alcohol abuse by young people? These drinks have been proven to be as dangerous as claimed because they contain caffeine, which is a stimulant hence keep you awake, while being mixed with alcohol, which is a depressant that slows down the body and brain; together this ‘tricks’ the mind into thinking that you are awake and ready for more alcohol. The cases of New Jersey students being hospitalised due to “serious alcohol poisoning” proves the real potential risks of consuming this beverage. In the case study it states that the caffeine content was boosted from 54mg to 156mg and had 12 percent alcohol, and these figures may not appear to be very high but after multiple drinks in a short amount of time it adds up and most young people simply do not acknowledge or care about these numbers. Personally, I do not think that the under-aged or young people who drink are to blame because it is common for people growing up to be curious and to experiment with things like this, however, there needs to be more work done on the education and awareness of alcohol and the potential abuse of it. The deliberate...
Words: 1241 - Pages: 5
...it needs to function effectively, for the energy you need, and to build and sustain a healthy body. Because of that one of the most important things that you can do is eliminate sugar from your diet. That may sound like pure torture – especially if sugar is a primary component of your diet. Refined sugar is addictive – you feel that you cannot live without it. The problem is that you may not be able to live a long life if you continue with your addiction. Studies show that it increases your risk for obesity, heart disease, and diabetes. Processed...
Words: 1202 - Pages: 5
...potential profitability of new entrants? Since the recession in 2008 in the U.S., the alternative beverage industry has been negatively influenced. Consumers then realized the high price of soft drinks, which made the sales dropped every year. Sociologically, consumers are concerned about health problems that they can get from soft drinks. In particular, energy drinks with mixed alcohol effects became physician's warnings and caused consumers to raise awareness and demand innovation. In addition, companies have to improve their technological advances in order to promote their brands. Many companies became more innovative and competitive by producing products with advanced chemicals to lower calories and health issues. To become the leading sellers in the alternative beverage industry, companies have to advance their competitive prestige.Substitutes are a strong competitive force. If buyer's bargaining power gets stronger, substitutes will be introduced. Substitutes can attract buyers with competitive price, They also join the market after so companies can adapt positive feedback from consumers to advance substitutes.Supplier bargaining power is the weakest. Unique improved supplements can only be found from a few sources. There are plenty of packaging suppliers. Most alternative drink brands contracted bottles to specifications. Competitive forces that can greatly affect industry attractiveness and potential profitability of new entrants are buyers. Buyer's bargaining power is...
Words: 678 - Pages: 3
...Health and Lifestyle for the Public Services Assignment Three of Three – Lifestyle, Health and Improvement Assessor name – Keith Hobbs The average young person/child should be completing at least one hour of moderate exercise, such as cycling The average young person/child should be completing at least one hour of moderate exercise, such as cycling Physical activity The positives of exercise: * Improved physical health – regular exercise increases strength in your muscles and bones, increases your circulation and boost your energy. * Improved mental health – exercise increases the amount of oxygen receives, which means you have an improved memory. Exercise can also ease depression and relieve stress. * Physical exercise reduces the risk of heart disease. The positives of exercise: * Improved physical health – regular exercise increases strength in your muscles and bones, increases your circulation and boost your energy. * Improved mental health – exercise increases the amount of oxygen receives, which means you have an improved memory. Exercise can also ease depression and relieve stress. * Physical exercise reduces the risk of heart disease. Fitness requirements for the police: * Minimum 5.4 on the bleep test * Push a force of 34kg * Pull a force 35kg The requirements change for different departments in the police service, for example to join the armed response unit, you need a minimum of 9.4 on the bleep test. Fitness requirements...
Words: 4740 - Pages: 19
...1102 Ashley Molina 10/29/2012 ENERGY DRINKS Recently, it seems that energy drinks have become the latest fad - from tired college students to business professionals and children. While there may be countless different reasons for the consumption of these drinks, the question remains, are energy drinks ultimately harmful to your health? As a college student who has to stay up late at times to study, I myself have had to use energy drinks. However, I found myself wondering what was inside these drinks and when I looked at the ingredients, I realized I didn’t recognize many of the ingredients that I was drinking. As I try to be very cautious with my health and the things I consume, I wanted to further explore what was in these energy drinks and if they were ultimately harmful to my health. To begin my research, I searched Google to see whether these energy drinks were harmful to my health. I found an article by the McKinley Health Center, published in 2011, and titled “What’s the Buzz with Energy Drinks?” This article discussed how the amount of caffeine in energy drinks is usually much higher than the Food and Drug Administration allows in cola beverages. A high intake of caffeine may have minor effects in the short term, however, in the long term, it can have more substantial and detrimental effects such as bone density, harming unborn children, and weight gain. This article provided some good evidence to the detrimental effects of energy drinks; however, I wanted to see if...
Words: 1140 - Pages: 5
...RED BULL HISTORY In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong. In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Meanwhile Red Bull is present in 164 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 8,294 employees around the world (compared to 7.758 in 2010). The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria. [http://www.redbull.com/cs/Satellite/en_INT/How-it-all-started/001242939605518?pcs_c=PCS_Article&pcs_cid=1242937556879] The Target Market Red Bull, who is originally from Austria where it is still produced, distributed their energy drink in over twenty countries. Countries like USA , New Zealand , South Africa , Eastern and Western Europe . So it would be not very useful to restrict the target market to the geographic areas as well as the psychographic segmentation for the targeted consumer that’s because...
Words: 2404 - Pages: 10
... Summary After a long day at the office, many find themselves looking for their second wind once they punch that clock at the end of their shift. All work and no energy for play can lead to a dull and monotonous life. Finding balance between responsibility and luxury is essential in steadying our own happiness equilibrium. We all tend to have a to-do list a mile long that grows by the second, yet after eight-plus hours in our enclosed workplace we tend to yearn for our pillow, blanket, and bed. Instead of pressing pause on our day and waiting on our alarm clock to press play, let’s fast-forward right into the more exhilarating part of our day and make the most of our free-time. And to begin, what better way is there to rejuvenate our vitality than with an alcoholic-caffeinated beverage? Marketing Plan Phase I After a long day at the office, many find themselves looking for their second wind once they punch that clock at the end of their shift. All work and no energy for play can lead to a dull and monotonous life. Finding balance between responsibility and luxury is essential in steadying our own happiness equilibrium. We all tend to have a to-do list a mile long that grows by the second, yet after eight-plus hours in our enclosed workplace we tend to yearn for our pillow, blanket, and bed. Instead...
Words: 1444 - Pages: 6
...TABLE OF CONTENTS Case Study – Vincor: Project Twist Executive Summary………………………………………………………………………………………..………….…….2 Problem Statement………………………………………………………………………………………………………….2 Situation Analysis………………………..…………………………………………………………………………………..2 Background…………………………………………………………………………………………………………2 Objectives………………..………………………………………………………………………………………..2 S.W.O.T. Analysis………..…...…………………………………………………………..……………………………….3-4 Market Analysis………….....……………………....…..…..…………………………..……………………………….4 Competition Analysis….......…………………………....…..…………………………………………….4 Positioning Map….......…….………………………....…..…..……..……..................................5 PESTE………...….......…….………………………....…..…..…………..……..................................5-6 Consumer Analysis…...…….………………………....…..…..……………………………………………7 Case Keys.…………………………………...…………………………………….………………………………………….8 Alternatives……………………...…………………………………...…………………………………………………….8-9 Recommendation………………..…………………………………...…………………………………………………9-10 Action Plan…………………………………………………………...………………...………………………………….10 Short term………….………………………………………………………...………………………………..10 Long term……………………………………………………………………..………………………………..10 Contingency Plan……………..……………………………………...………………….................................10 Market Segmentation Chart- Appendix A……………………………………………………………………11-12 Pricing Options Chart- Appendix B……………………………………………………………………………..13 Executive Summary: Vincor, world-renown for its production and distribution of wine and wine-related products,...
Words: 3276 - Pages: 14
...Scotch-Blended Scotch is short for Scottish Whisky. Scotch whisky is divided into five distinct categories: single malt, Scotch whisky, single grain Scotch whisky, blended malt Scotch whisky, blended grain Scotch whisky, and blended Scotch whisky. The whisky making process is similar to the beer making process; an extra step is involved by turning the starch in the grain to convert to sugar by adding malt. Malt contains an enzyme called diastase which will change the starch to sugar. The malt, grain and hot water is converted into mash and then fermented by adding yeast. After distilling, it is stored in barrels (usually oak) for at least two years. This adds a distinct aroma and flavor. In Scotch whisky, Scotland has a law to require scotch whiskey to be in barrels for a minimum of three years. Blended Scotch whisky is a blend of one or more single malt Scotch whiskies with one or more single grain Scotch whiskies and Blended Grain Scotch Whiskey is a blend of single grain Scotch whiskies that have been distilled at more than one distillery. The difference between malt whiskies and grain whiskies is similar to the difference between ales and lagers because of the different ingredients used. All Scotches are bottled at a minimum of 80 proof; most are 86 proofs. (Katsigris & Thomas, 2012) Blended Scotch brands can be found as a house, call and premium. J&B is an example of a house brand. Johnny Walker Red and Dewars are common call brands and Chivas Regal, Johnny Walker Black...
Words: 2376 - Pages: 10
...Module 8: Know your drinks – hot, exotic, highball, & more * Highball and juice * A highball is the most common drink you will have to make as a bartender. A highball refers to any drink that is made up of a base of one or more liquors, with the majority of the drink consisting of mixers. * Traditionally, highballs started out as drink consisting only of one alcohol and one mixer, but the term has since expanded to include most classic mixed drinks that are meant to be served tall. * * * Alabama Slammer: This is a very common mixed orange juice drink that has a good amount of alcohol, but still tastes fruity. Recipe ½ oz. (14.78 mL) vodka ½ oz. (14.78 mL) amaretto ½ oz. (14.78 mL) Southern Comfort ½ oz. (14.78 mL) sloe gin Fill with orange juice * Bay Breeze: A bay breeze is a refreshing juice-based drink made with traditionally made with vodka (though it is sometimes made with rum, especially coconut rum). Recipe 2 oz. (59.14 mL) vodka Cranberry juice Pineapple juice Lime wedge garnish * Sea Breeze: This is a variation on the bay breeze, made with grapefruit juice instead of pineapple juice. Recipe 2 oz. (59.14 mL) vodka Cranberry juice Grapefruit juice * Bloody Mary: This is an extremely popular drink that you will mostly be asked to serve during the day or at brunch. Bloody Mary drinkers are very particular, and all have different ideas of what makes the best Bloody Mary. Experiment with your own...
Words: 3190 - Pages: 13
...many things, including: coffee, tea, soft drinks, chocolate, kola nuts, and some medicines. Caffeine can have many effects on the body's metabolism. It can also stimulate the central nervous system, which would make someone more alert and energetic. People tend to believe that the caffeine in what they are taking is actually beneficial, but that is not always the case. There...
Words: 2008 - Pages: 9
