10. Rockstar Brand Confusion “ This new line of alcoholic beverage product is extremely similar in look and feel to the popular energy drinks that contain no alcohol. Our youth are at risk when clerks and retailers cannot differentiate between nonalcoholic and alcoholic beverages being sold.” -- Chris Lilly, Kentucky Alcoholic Beverage Control (May 2007)
12. Who Owns These Brands? Miller Brewing Company Anheuser-Busch
13. Who makes this drink? Who distributes this drink? Anheuser-Busch
14. Why does it matter? “ Growth in the popularity of energy drinks can be attributed to bars and clubs, where energy drinks have been used as mixers. Now consumers can find pre-mixed alcoholic energy drinks at a nearby convenience store or grocery store.” -- Mintel Group
23. Viral Marketing – Facebook Postings by High Schoolers “ im only 18 and i had a six pack of sparks in my room and my mom found it, but she had no idea and thought they were jus energy drinks.” “ Sparks plus any night.. or day.... classic is what i first tried on like prom night or something like it and i was hooked then plus came around and it was love at first sip.” “ i dont remember what life was life before sparks but now i really cant remember with it.”
28. Anheuser-Busch Flouting the Law? IF FEDERAL LAW DOES NOT ALLOW… “ advertising statements that imply … a stimulating or energizing effect” – Tax and Trade Bureau
32. Recommendations Communities need to aggressively seek both voluntary action by the alcohol industry and government action at all levels to protect our young people from harm.