Red Bull

Energy Drinks Encourage Young People To Party Like A Rockstar

A new study has linked the consumption of energy drinks to risky and aggressive "toxic jock" behavior amongst young adults. Kathleen Miller, the principle investigator at the University of Buffalo's Research Institute on Addictions, published a report on the link between energy drinks, athletics and risky behavior, which appeared in the March issue of The Journal of American College Health. She found that those who regularly consumed energy drinks were more likely to indulge in substance abuse, violence, and unprotected sex.

Miller doesn't necessarily blame the hazardous habits on the energy drinks, which often contain high quantities of caffeine, taurine and other stimulants, but says they may serve as a predicator for such behavior. "It appears the kids who are heavily into drinking energy drinks are more likely to be the ones who are inclined toward taking risks," Miller said.

Two of the energy drink brand leaders are Red Bull and Rockstar, which both market heavily to young people at extreme sports and music events. An 250 ml serving of Red Bull contains 80 mg of caffeine and 1000 mg of taurine, alongside assorted sugars and sweetners, a carbohydrate compound, and some B group vitamins. Rockstar contains similar quantities of caffeine and taurine mixed with what the manufacturers describe as a "the potent herbal blend of Guarana, Ginkgo, Ginseng and Milk Thistle."

Though the drinks themselves contain levels of caffeine that are comparable to those found in a cup of coffee, they can be drunk much faster since they are served cold and therefore provide a more concentrated caffeine hit. The combination of caffeine and tourine, an amino-like acid which was originally isolated from ox bile but is now synthetically produced, is also thought to make the drinks more potent. The subjects of one study, conducted by James Kalus of Henry Ford Hospital in Detroit, exhibited an 11% increase in resting heart rate after consuming just two cans of energy drink per day for a week. Such potentially detrimental effects, have kept this class of beverages off the shelves in countries such as Norway, Denmark, and Iceland.

When combined with alcohol, energy drinks have been found to serve up an even riskier cocktail. A study conducted by the Wake Forest University School of Medicine in Winston-Salem, North Carolina found that "college students who drink alcohol mixed with so-called "energy" drinks are at dramatically higher risk for injury and other alcohol-related consequences, compared to students who drink alcohol without energy drinks." Lead researcher, Mary Claire O'Brien, notes when under the influence of super-charged cocktails, "you're every bit as drunk, you're just an awake drunk."

But the stimulants in the drinks, and their effects when mixed with alcohol, aren't the only things encouraging risky behavior. On Red Bull's website, the manufacturers claims the drink improves performance, increases concentration and reaction speed, increases endurance, and stimulates metabolism. Meanwhile the makers of Rockstar, invite fans of their drink to "party like a Rockstar," the phrase being the brand's tag line alongside the words, "Bigger. Better. Faster. Stronger." Could it be young people are falling victim to a false sense of invincibility induced by juiced-up sugared water, and some highly seductive marketing?

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A new study has linked the consumption of energy drinks to risky and aggressive "toxic jock" behavior amongst young adults. Kathleen M... more

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