Energy Drinks – What’s the Buzz?
An investigation into the marketing of Energy Drinks which contain an alcohol content that makes people wonder if they would be better suited for finding them at the Liquor store instead of the corner convenience store has had all of us laughing (instead of guzzling)!
These Energy Drinks are putting ingredients in for a “Buzz” as if that’s what their target market needs and wants. Not only did they add large quantities of caffeine and guarana to serve up a nice little stimulating “zizz”, but now the manufacturers are putting 7% – 9% in alcohol content to alter the reception of a different group of consumers. These Energy Drinks need to be renamed as “Buzz Beverages”, so as not to be confused with energy supplemented by amino acids, minerals, herbs, and vitamins – which started the whole craze.
One industry watchdog group said that 20 brands have come into the marketplace with alcohol and this brings into question their marketing copy and claims. Naming these drinks and developing slogans keep it interesting…if not comical!
Whether or not they comply with federal regulatory requirements, it seems a shame that these companies feel that they have to ride the shirt tails of real Energy Drinks with nutritional supplements, but resort to cute whimsical names and irreverent claims with slick copy the way pharmaceutical companies market their sexual “Buzz” drugs.
What would exonerate them? The realization that a “buzz” is never the real answer to a deficiency of “energy”…and a transition to healthy supplementation with real nutrients and herbal formulations that restore “Jing” and “Chi”.
