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Youth and Community Groups Commend Rockstar for Taking 'The Buzz' out of its Energy Drinks
Date:11/12/2007

SACRAMENTO, Calif., Nov. 12 /PRNewswire/ -- California youth have teamed up with doctors, teachers, law enforcement officers and health experts to applaud Rockstar for announcing its intent to stop selling Rockstar 21, the company's alcoholic energy drink. Now, the California Coalition on Alcopops and Youth is calling on Anheuser Busch, Miller, and other producers of these pernicious alcohol-energy drinks to follow Rockstar's lead.

Sold in brightly colored cans, Rockstar is a well-known energy drink popular with teenagers. Young people, parents and even store clerks often confuse the alcoholic Rockstar 21 with its non-alcoholic counterpart. With 6% alcohol content, Rockstar 21 was a concern of parents because it often was sold alongside the non-alcoholic energy drinks. Public health advocates from across the nation have been recording stories involving alcohol-laced energy drinks and youth. In one California community, a middle-school principal found 12 students drinking energy drinks with alcohol on campus and in plain sight. Alarmed, the teachers said they had "no idea" the drinks contained alcohol. Elsewhere, a single mom gave what she thought was a refreshing beverage to her 13-year-old son. His teenaged sister noticed the product contained alcohol, just moments before the boy was to drink it. And law enforcement officers in one California suburb, after observing a young man stumbling down the street with an energy drink, discovered that it actually contained alcohol.

These stories illustrate a serious new trend. Young people are particularly vulnerable to the new alcohol-and-energy drink combination because caffeine, a stimulant, can make you feel less drunk than you really are. This promotes binge drinking and risk-taking behavior that too often results in traffic crashes, violence, sexual assault, and suicide. The hype producers use to promote alcoholic energy drinks only furthers their risk-taking potential: they are marketed as the perfec
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SOURCE California Coalition on Alcopops and Youth
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