That Caffeine is an intoxicant is well known and its consumption by vulnerable population like children and pregnant women are universally frowned upon. Similarly alcohol consumption is restricted only to adult population in many countries because of the inebriating effect on the consumer of beverages containing alcohol. Imagine what will happen if these two intoxicants are formulated into a beverage, that too cheaper than the conventional soft drinks. Recent industry adventure into this "dangerous" area in some countries is raising all round concern regarding the repercussions on the health of younger generation.
Health advocates and others have increasingly worried in recent years about sweet malt beverages known as "alcopops," which often mask the flavor of alcohol and tend to be marketed to younger drinkers. Michael Scippa, a spokesman with the Marin Institute, an alcohol industry watchdog group, said the drinks have only become more dangerous since companies began adding stimulants such as caffeine and guarana. Scippa noted that many of these products come in 23-ounce cans that contain the equivalent of five to eight cups of coffee, are 12 percent alcohol and are sold for $1.99. A regular energy drink, by contrast, can cost $2.99, he said. "The bottom line is they create a low price point entry drink for a lot of youth that brilliantly keeps them alert and wanting to keep drinking the product," he said, adding that up to 60 percent of the caffeinated malt beverages sold in California are consumed by underage drinkers. "It's a marketer's dream, but I don't know how they sleep at night."
Serving alcohol requires age proof in many bars but these new generation drinks which mask the alcohol smell are freely available in the market attracting young consumers in hordes. It is incredible that the industry can be so irresponsible as to offer a drink which will infuse more caffeine into the consumer than that caused by several cups of coffee at one go. Such socially unacceptable behavior by one segment of the industry can bring bad name for the entire food and beverage sector in no time. It is a wake up call for this industry to exercise self restraint and discipline those who try to make a fast buck through unfair, unhealthy and unethical means.
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