Alcohol Mixed with Caffeinated Energy Drinks

Total Page:16

File Type:pdf, Size:1020Kb

Alcohol Mixed with Caffeinated Energy Drinks Alcohol Mixed with Caffeinated Energy Drinks: Consumption Patterns and Trends Among Canadian Youth & Young Adults by Cassondra McCrory A thesis presented to the University of Waterloo in fulfillment of the thesis requirement for the degree of Master of Science in Health Studies and Gerontology Waterloo, Ontario, Canada, 2015 © Cassondra McCrory 2015 Author’s Declaration I hereby declare that I am the sole author of this thesis. This is a true copy of the thesis, including any required final revisions, as accepted by my examiners. I understand that my thesis may be made electronically available to the public. ii Abstract Use of caffeinated energy drinks (CEDs) and alcohol mixed with energy drinks (AmEDs) is a growing trend worldwide, and in Canada, youth and young adults are the biggest consumers. Health Canada has recently changed regulations for CEDs, mildly affecting AmEDs. There are growing concerns around AmED use, including adverse health effects, excessive caffeine and alcohol consumption, and risk behaviours. There is currently insufficient evidence around AmED use in Canada to adequately inform policy and support stricter regulations. The current study sought to examine AmED use among youth and young adults in Canada, including associations with socio-demographics and behavioural characteristics. Responses were collected from an online-survey for 1989 respondents in Canada between the ages of 12-24. AmED outcomes, including awareness, use, type of AmED, location of use, reasons for use and risk behaviour were examined with multivariate logistic regression models including covariates sex, age, ethnicity, BMI, province, sleep patterns, school grades, maternal education, spending money, sensation seeking and binge drinking. Approximately 25% of the total sample reported AmED use in their lifetimes, and 74% of users reporting use in the past 12 months. Ever having AmED was greater (at p<0.05) among older youth and young adults, those living in BC or AB, SK, MB, and who binge drink. Current AmED use was greater among non-‘Whites’, those who did not report sleep time, and who reported greater binge drinking. Binge drinking was associated with the majority of AmED outcomes examined, including ever use, current use, pre- mixed AmEDs, AmED served by a bartender, used for intoxication or energy, and AmED awareness. Consumption of AmEDs is common among youth and young adults, and strongly associated with age, binge drinking and location of residence. iii Acknowledgements I would like to acknowledge and express my gratitude to many individuals who have contributed to the success of my studies at the University of Waterloo. First and foremost, Dr. David Hammond, thank you for being such an incredible supervisor. Over the past two years you have shared your expertise, taught me, guided me, and provided me with all the opportunities I needed to develop skills and competencies beyond my thesis alone. I could not have accomplished all that I have without your support. I would also like to thank my committee members, Dr. Joel Dubin and Dr. Steve Manske, for your time, expertise and advice throughout the writing of this thesis. Thank you to the many professors at the UW who have contributed to my success. To Dr. Kelly Anthony, you are an inspiring person, thank you for being such an uplifting and caring individual. To the Hammond Lab, I could not have done this without you. Seema, Lana, Christine C., Heather, Kathy, Sam, Cesar, Amanda, Christine W. and Jess, thank you for making this experience so enjoyable: for the academic assistance, moral support, sweet treats and making me smile everyday. On a more personal note, thank you to my mama, Carlyne McCrory, for always reminding me that I can accomplish anything I set my mind to, and encouraging me always. Some of the sweetest women I know: Tiffany Dhaliwal, Ashley Adams and Hiliary Monteith, milles mercis for being the best friends I could ever hope for. Thank you to all the Lang’s, my family, who have listened to my academic rants and followed my progress attentively with encouragement and love. Thank you to the McCrory’s, my peeps, who always fill me with love, and fill the room with laughter and fun. To uncle Wayne and auntie Cheller, thank you for offering me a home away from home, and helping me onto this path. To Maryam Shahidi, Keero Birla and the little men, words cannot describe what you mean to me, and who you have become in my life. Thank you for all of your support, and making the road to success a little easier. Spencer Gooderham, my scholar and gentleman, you save me in more ways than one. You’ve made all of my joys greater, and all of my challenges a little smaller. Thank you for all you do to make my life sweeter, for your support, and for challenging me to be my best each and every day. Cassondra Michelle McCrory University of Waterloo January 2015 Do not go where the path may lead, go instead where there is no path and leave a trail. ~ Ralph Waldo Emerson iv Table of Contents Author’s Declaration ....................................................................................................................... ii Abstract .......................................................................................................................................... iii Acknowledgements ........................................................................................................................ iv List of Figures .............................................................................................................................. viii List of Tables ................................................................................................................................. ix 1.0 INTRODUCTION .................................................................................................................... 1 1.1 Caffeinated Energy Drinks .................................................................................................... 1 1.1.1 Product Composition ...................................................................................................... 1 1.1.2 Caffeinated Energy Drink History .................................................................................. 3 1.1.3 Marketing of Caffeinated Energy Drinks ....................................................................... 4 1.1.4 Caffeinated Energy Drink Market Share and Sales ........................................................ 6 1.1.5 Caffeinated Energy Drink Regulations ........................................................................... 7 1.1.6 Prevalence of Caffeinated Energy Drinks .................................................................... 13 1.1.7 Determinants of Caffeinated Energy Drink Consumption ........................................... 19 1.1.8 Side Effects of Caffeinated Energy Drink Consumption ............................................. 22 1.2 Alcohol Mixed with Energy Drinks .................................................................................... 27 1.2.1 History of Alcohol Mixed with Energy Drinks ............................................................ 27 1.2.2 Alcohol Mixed with Energy Drinks Regulations ......................................................... 27 1.2.3 Prevalence of Alcohol Mixed with Energy Drinks ...................................................... 28 1.2.4 Determinants of Consumption of Alcohol Mixed with Energy Drink ......................... 34 1.2.5 Physiological Effects of Alcohol Mixed with Energy Drinks ...................................... 36 1.2.6 Behaviours Associated with Alcohol Mixed with Energy Drink Consumption .......... 38 1.3 Caffeinated Alcoholic Beverages in Canada ....................................................................... 39 2.0 RATIONALE .......................................................................................................................... 42 2.1 Research Questions ............................................................................................................. 43 3.0 METHODS ............................................................................................................................. 44 3.1 Study Protocol ..................................................................................................................... 44 v 3.2 Study Participants ................................................................................................................ 45 3.3 Measures.............................................................................................................................. 45 3.3.1 Demographic Information ............................................................................................ 47 3.3.2 Energy Drink Consumption .......................................................................................... 51 3.3.3 Alcohol Mixed with Energy Drink Consumption ........................................................ 52 3.3.4 Risk Behaviour ............................................................................................................. 57 3.3.5 Ethical Clearance .......................................................................................................... 58 4.0 ANALYSIS ............................................................................................................................. 59 4.1 Hypotheses .......................................................................................................................... 60 5.0
Recommended publications
  • BRAIN on Drugs 101 GATEWAY
    BRAIN on DRUGs 101 GATEWAY. TRENDS . Markeng Recognion 2012 1 LT. Ed Moses, Rered 1 Ojecves • Recite number one cancer killer of women {#6 CDC source on slide} • List the three main areas of the brain in order of alcohol impairment {#36 Dr. John Duncan OK U • Idenfy the age of brain maturity {#37 Dr. Daniel Amen of www.amenclinics.com} 2 Target Markeng….Children 3 Our Children Targeted Parents Unaware In the lile world in which children have their existence, whosoever brings them up, there is nothing so finely perceived and so finely felt, as injusce. Charles Dickens 4 More Women Die every year due to Lung Cancer than Breast Cancer *2007 70,880 women died from Lung Cancer, while 40,460 women died from Breast Cancer. *Estimated by American Cancer Society 5 Smoking Rate vs. Cancer Rate About 24yrs #1 7th 6 7 8 Success trends cause Markeng Change Internal Medicine News 11/1/06 Cigaree Nicone Levels Increase 10% in 6 Years . Reports Commissioner Paul J. Cote Jr., of Massachuses Dept. of Public Health one of only 3 states that require tobacco co. to report yearly nicone yields 9 9 ‘07 Camel Ads • Pink Camels for Girls? 10 10 And the latest… VIRGINIA SLIMS “PURSE PACKS” 11 Camel Exoc Blends A few years ago, R.J. Reynolds introduced Camel Exotic Blends in a range of flavors, featuring unusual packaging that was bright and alluring. In 2006, RJR pulled this line of flavored cigarettes after signing a settlement with 39 state AG’s to stop marketing flavored cigarettes.
    [Show full text]
  • MONITORING FUTURE 2015 Overview
    MONITORING the FUTURE NATIONAL SURVEY RESULTS ON DRUG USE 1975–2015 2015 Overview Key Findings on Adolescent Drug Use Lloyd D. Johnston Patrick M. O’Malley Richard A. Miech Jerald G. Bachman John E. Schulenberg Sponsored by The National Institute on Drug Abuse at The National Institutes of Health MONITORING THE FUTURE NATIONAL SURVEY RESULTS ON DRUG USE 2015 Overview Key Findings on Adolescent Drug Use by Lloyd D. Johnston, Ph.D. Patrick M. O’Malley, Ph.D. Richard A. Miech, Ph.D. Jerald G. Bachman, Ph.D. John E. Schulenberg, Ph.D. The University of Michigan Institute for Social Research Sponsored by: The National Institute on Drug Abuse National Institutes of Health This publication was written by the principal investigators and staff of the Monitoring the Future project at the Institute for Social Research, the University of Michigan, under Research Grant R01 DA 001411 from the National Institute on Drug Abuse. The findings and conclusions in this report are those of the authors and do not necessarily represent the views of the sponsor. Public Domain Notice All material appearing in this volume is in the public domain and may be reproduced or copied, whether in print or non-print media including derivatives, without permission from the authors. If you plan to modify the material, please contact the Monitoring the Future Project at mtfinformation@umich.edu for verification of accuracy. Citation of the source is appreciated, including at least the following: Monitoring the Future, Institute for Social Research, The University of Michigan. http://creativecommons.org/licenses/by/4.0/ Recommended Citation Johnston, L.
    [Show full text]
  • ENERGY DRINK Buyer’S Guide 2007
    ENERGY DRINK buyer’s guide 2007 DIGITAL EDITION SPONSORED BY: OZ OZ3UGAR&REE OZ OZ3UGAR&REE ,ITER ,ITER3UGAR&REE -ANUFACTUREDFOR#OTT"EVERAGES53! !$IVISIONOF#OTT"EVERAGES)NC4AMPA &, !FTERSHOCKISATRADEMARKOF#OTT"EVERAGES)NC 777!&4%23(/#+%.%2'9#/- ENERGY DRINK buyer’s guide 2007 OVER 150 BRANDS COMPLETE LISTINGS FOR Introduction ADVERTISING EDITORIAL 1123 Broadway 1 Mifflin Place The BEVNET 2007 Energy Drink Buyer’s Guide is a comprehensive compilation Suite 301 Suite 300 showcasing the energy drink brands currently available for sale in the United States. New York, NY Cambridge, MA While we have added some new tweaks to this year’s edition, the layout is similar to 10010 02138 our 2006 offering, where brands are listed alphabetically. The guide is intended to ph. 212-647-0501 ph. 617-715-9670 give beverage buyers and retailers the ability to navigate through the category and fax 212-647-0565 fax 617-715-9671 make the tough purchasing decisions that they believe will satisfy their customers’ preferences. To that end, we’ve also included updated sales numbers for the past PUBLISHER year indicating overall sales, hot new brands, and fast-moving SKUs. Our “MIA” page Barry J. Nathanson in the back is for those few brands we once knew but have gone missing. We don’t bnathanson@bevnet.com know if they’re done for, if they’re lost, or if they just can’t communicate anymore. EDITORIAL DIRECTOR John Craven In 2006, as in 2005, niche-marketed energy brands targeting specific consumer craven@bevnet.com interests or demographics continue to expand. All-natural and organic, ethnic, EDITOR urban or hip-hop themed, female- or male-focused, sports-oriented, workout Jeffrey Klineman “fat-burners,” so-called aphrodisiacs and love drinks, as well as those risqué brand jklineman@bevnet.com names aimed to garner notoriety in the media encompass many of the offerings ASSOCIATE PUBLISHER within the guide.
    [Show full text]
  • Programa De Suplementos Deportivos Del Instituto Australiano Del Deporte
    PROGRAMA DE SUPLEMENTOS DEPORTIVOS DEL INSTITUTO AUSTRALIANO DEL DEPORTE CAFEÍNA Apreciación global del suplemento La Cafeína o (1,3,7-trimetilxantina), es una sustancia que se encuentra naturalmente en las hojas, frijoles y frutas de una variedad de plantas, y es consumida regularmente por aprox. 90% de los adultos. La fuente dietética más común de la cafeína es el café, pero las bebidas tipo cola, las bebidas energéticas y también los alimentos y suplementos especializados para deportistas contribuyen con la ingesta de la misma. Carecemos de información exacta sobre las ingestas de cafeína diarias típicas de los australianos; sin embargo, es probable que sea de alrededor de 250-300 mg (3-5 mg/kg de masa corporal). La ingesta de cafeína ha sido vinculada con varios problemas de salud; pero no está claro si la cafeína contribuye con un mayor o menor riesgo de sufrir diversas enfermedades. Las diferentes agencias de salud de los países del mundo consideran que la cafeína sería un compuesto generalmente seguro cuando se consume en niveles bajos o moderados. Estos niveles se definen como: • Bajo: 80-250 mg/d (1.1-3.5 mg/kg de masa corporal) • Moderado: 300-400 mg/d (4-6 mg/kg de masa corporal/día) El consumo de cafeína por los niños tiene un riesgo mayor y se sugiere que los niños menores de 12 años limiten la ingesta de cafeína a menos de 2,5 mg/kg/d. El 1 de enero de 2004, la cafeína fue eliminada de la lista de prohibiciones de 2014 de la Agencia Mundial Anti Doping (WADA), lo que permitió que los atletas que compiten en los deportes bajo la legislación de WADA puedan consumir cafeína dentro de sus dietas habituales o con propósitos específicos de rendimiento.
    [Show full text]
  • Update on Emergency Department Visits Involving Energy Drinks: a Continuing Public Health Concern January 10, 2013
    January 10, 2013 Update on Emergency Department Visits Involving Energy Drinks: A Continuing Public Health Concern Energy drinks are flavored beverages containing high amounts of caffeine and typically other additives, such as vitamins, taurine, IN BRIEF herbal supplements, creatine, sugars, and guarana, a plant product containing concentrated caffeine. These drinks are sold in cans and X The number of emergency bottles and are readily available in grocery stores, vending machines, department (ED) visits convenience stores, and bars and other venues where alcohol is sold. involving energy drinks These beverages provide high doses of caffeine that stimulate the doubled from 10,068 visits in central nervous system and cardiovascular system. The total amount 2007 to 20,783 visits in 2011 of caffeine in a can or bottle of an energy drink varies from about 80 X Among energy drink-related to more than 500 milligrams (mg), compared with about 100 mg in a 1 ED visits, there were more 5-ounce cup of coffee or 50 mg in a 12-ounce cola. Research suggests male patients than female that certain additives may compound the stimulant effects of caffeine. patients; visits doubled from Some types of energy drinks may also contain alcohol, producing 2007 to 2011 for both male a hazardous combination; however, this report focuses only on the and female patients dangerous effects of energy drinks that do not have alcohol. X In each year from 2007 to Although consumed by a range of age groups, energy drinks were 2011, there were more patients originally marketed
    [Show full text]
  • Smokable Cocaine Markets in Latin America and the Caribbean a Call for a Sustainable Policy Response
    Smokable cocaine markets in Latin America and the Caribbean A call for a sustainable policy response ideas into movement AUTHORS: Ernesto Cortés and Pien Metaal EDITOR: Anthony Henman DESIGN: Guido Jelsma - www.guidojelsma.nl COVER PHOTO: Man smoking crack pipe Colombia, L. Niño. ACKNOWLEDGEMENTS: This publication was made possible through the financial support of the Open Society Foundation (OSF) and the Global Partnership on Drug Policies and Development (GPDPD). GPDPD is a project implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH on behalf of the Federal Ministry for Economic Cooperation and Development (BMZ) and under the political patronage of the Federal Government’s Drug Commissioner. The contents of this report are the sole responsibility of TNI and can under no circumstances be regarded as reflecting the position of the donors. PUBLICATION DETAILS: Contents of the report may be quoted or reproduced for non-commercial purposes, provided that the source of information is properly cited. TRANSNATIONAL INSTITUTE (TNI) De Wittenstraat 25, 1052 AK Amsterdam, The Netherlands Tel: +31-20-6626608, Fax: +31-20-6757176 E-mail: drugs@tni.org www.tni.org/drugs @DrugLawReform Drugsanddemocracy Amsterdam, December 2019 2 | Smokable cocaine markets in Latin America and the Caribbean transnationalinstitute Contents Introduction 4 Methodological approach 6 The Substance(s) 8 Smokable cocaine in Cochabamba (Bolivia) in the early 1990s 9 Users 14 Impact on health 17 The Market 21 Harm Reduction experiences 25 Conclusions and Discussion 28 Policy Recommendations 29 Good Practices: examples from Brazil 30 Bibiography and references 32 International smokable cocaines working group 33 Endnotes 34 transnationalinstitute Smokable cocaine markets in Latin America and the Caribbean | 3 Introduction regions.
    [Show full text]
  • Pricebook Creator
    Table of Contents - Case Beer DOMESTIC 1 LAGUNITAS - CALIFORNIA 15 2 TOWNS CIDER - OREGON 30 CAMO 1 LEINENKUGEL - WISCONSIN 16 HARD CIDER GLUTEN FREE - PAB 31 COLT 45 1 LOST COAST - CALIFORNIA 16 CASCADIA HARD SELTZER - OREGON 31 COORS BANQUET 1 MAC & JACK - WASHINGTON 16 IMPORTS - CRAFT 31 COORS LIGHT 1 MAD RIVER - CALIFORNIA 16 OMMEGANG - NEW YORK 19 COORS NA 1 MAGIC HAT - VERMONT 17 IMPORTS - IMPORT 31 EARTHQUAKE 1 MARATHON BREWING - MASS 17 AMSTEL - HOLLAND 31 GENESEE 1 MENDOCINO - CALIFORNIA 17 ASAHI - JAPAN 31 GENESEE CREAM 1 MIGRATION - OREGON 17 BEERS OF MEXICO - MEXICO 31 GENESEE ICE 1 MISSION BREWERY - CALIFORNIA 17 BIRRA MORETTI - ITALY 31 HAMMS 1 MISSION ST - CALIFORNIA 17 BITBURGER - GERMANY 31 HENRY WEINHARD BLUE BOAR ALE 2 NEW BELGIUM - COLORADO 17 BOHEMIA - MEXICO 31 HENRY WEINHARD PRIVATE RESERVE 2 NEW HOLLAND - MICHIGAN 18 BUCKLER NA - HOLLAND 31 ICEHOUSE 2 NGB - WISCONSIN 18 CARTA BLANCA - MEXICO 31 KEYSTONE 2 NORTH COAST - CALIFORNIA 18 CHANG BEER - THAILAND 32 KEYSTONE ICE 2 OAKSHIRE BREWING - OREGON 19 CHIMAY - BELGIUM 32 KEYSTONE LIGHT 2 ODIN BREWING - WASHINGTON 19 CHOUFFE - BELGIUM 32 LITE 2 OMMEGANG - NEW YORK 19 CORONA - MEXICO 32 MICKEY ICE 2 PORTLAND BREW - OREGON 20 CORONA FAMILAR - MEXICO 32 MICKEY MALT 2 PYRAMID - OREGON 20 CORONA LIGHT - MEXICO 32 MILLER GENUINE DRAFT 2 ROGUE - OREGON 20 CORONA PREMIER - MEXICO 32 MILLER HIGH LIFE 3 ROGUE XS - OREGON 21 DOS EQUIS - MEXICO 33 MILLER 64 3 SAINT ARCHER - CALIFORNIA 21 DUVEL - BELGIUM 33 MILWAUKEE BEST 3 SAM ADAMS - MASSACHUSETTS 21 FOSTERS - AUSTRALIA 33
    [Show full text]
  • Bob Hughes Vice President, Supplier Relations & Expositions
    March 30, 2018 Dear Members of the Nominating Committee: I am looking forward to our Nominating Committee during the NACS State of the Industry Summit and working with you to populate the board with qualified and diversified candidates. In the April meeting, we will select new, eager suppliers for the NACS Supplier Board. Along with deciding who the new members will be, we will have some challenges as you decide who moves up, who doesn’t and who, unfortunately, will rotate off. Decision One We promote Dave Riser to the chair. I would hope that is obvious, but we still need to vote him up. Decision Two Vice chairs in their 2nd (last term) are Tim Quinn and Drew Mize. Tim recently announced his retirement from Mars Wrigley (May 2018). With this information, we should consider promoting Drew to chair-elect. The other Vice Chair is Rick Brindle, who will be finishing just his first term and can remain Vice Chair for another year. Decision Three We currently have 21 of our allowed 25 supplier seats open (due to retirements or role changes). We like to have 1 or 2 seats open to give the supplier board flexibility to adjust and add a major CPG company or manpower if we are struggling on an initiative. We should also have two available Vice Chair seats, unless we promoted Rick which would give us three openings. The 2015 class that will term off in October 2018 are Brent Cotten and Frank Squilla. Both are very strong contributors that will hopefully find their way up to Vice Chair.
    [Show full text]
  • Sheet1 Page 1 Name of Drink Caffeine (Mg) 5 Hour Energy 60
    Sheet1 Name of drink Size (mL) Caffeine (mg) 5 Hour Energy 60 Equivalent of a cup of coffee Amp Energy (Original) 710 213 Amp Energy (Original) 473 143 Amp Energy Overdrive 473 142 Amp Energy Re-Ignite 473 158 Amp Energy Traction 473 158 Bawls Guarana 473 103 Bawls Guarana Cherry 473 100 Bawls Guarana G33K B33R 296 80 Bawls Guaranexx Sugar Free 473 103 Beaver Buzz Black Currant Energy 355 188 Beaver Buzz Citrus Energy 355 188 Beaver Buzz Green Machine Energy 473 200 Big Buzz Chronic Energy 473 200 BooKoo Energy Citrus 710 360 BooKoo Energy Wild Berry 710 360 Cheetah Power Surge Diet 710 None? Frank's Energy Drink 500 160 Frank's Energy Drink Lime 250 80 Frank's Energy Drink Pineapple 250 80 Full Throttle Unleaded 473 141 Hansen's Energy Pro 246 39 Hardcore Energize Bullet Blue Rage 85.7 300 Hype Energy Pro (Special Edition) 355 114 Hype Energy MFP 473 151 Inked Chikara 473 151 Inked Maori 473 151 Jolt Endurance Shot 60 200 Jolt Orange Blast 695 220 Lost (Original) 473 160 Lost Five-O 473 160 Mini Thin Rush (6 Hour) 60 200 Monster (Original) 710 246 Monster Assault 473 164 Monster Energy (Original) 473 170 Monster Khaos 710 225 Monster Khaos 473 150 Monster M-80 473 164 Monster MIXXD 473 Monster Reduced Carb 473 140 NOS (Original) 473 200 NOS (Original)(Bottle) 650 343 NOS Fruit Punch 473 246.35 Premium Green Tea Energy 355 119 Premium Iced Tea Energy 355 102 Premium Pink Energy 355 120 Red Bull 250 80 Red Bull 355 113.6 Page 1 Sheet1 Red Rain 250 80 Rocket Shot 54 50 Rockstar Burner 473 160 Rockstar Burner 710 239 Rockstar Diet 473 160
    [Show full text]
  • Sugar-Sweetened Beverage Marketing Unveiled
    SUGAR-SWEETENED BEVERAGE MARKETING UNVEILED VOLUME 1 VOLUME 2 VOLUME 3 VOLUME 4 THE PRODUCT: A VARIED OFFERING TO RESPOND TO A SEGMENTED MARKET A Multidimensional Approach to Reduce the Appeal of Sugar-Sweetened Beverages This report is a central component of the project entitled “A Multidimensional Approach to Reducing the Appeal of Sugar-Sweetened Beverages (SSBs)” launched by the Association pour la santé publique du Québec (ASPQ) and the Quebec Coalition on Weight-Related Problems (Weight Coalition) as part of the 2010 Innovation Strategy of the Public Health Agency of Canada on the theme of “Achieving Healthier Weights in Canada’s Communities”. This project is based on a major pan-Canadian partnership involving: • the Réseau du sport étudiant du Québec (RSEQ) • the Fédération du sport francophone de l’Alberta (FSFA) • the Social Research and Demonstration Corporation (SRDC) • the Université Laval • the Public Health Association of BC (PHABC) • the Ontario Public Health Association (OPHA) The general aim of the project is to reduce the consumption of sugar-sweetened beverages by changing attitudes toward their use and improving the food environment by making healthy choices easier. To do so, the project takes a three-pronged approach: • The preparation of this report, which offers an analysis of the Canadian sugar-sweetened beverage market and the associated marketing strategies aimed at young people (Weight Coalition/Université Laval); • The dissemination of tools, research, knowledge and campaigns on marketing sugar-sweetened beverages (PHABC/OPHA/Weight Coalition); • The adaptation in Francophone Alberta (FSFA/RSEQ) of the Quebec project Gobes-tu ça?, encouraging young people to develop a more critical view of advertising in this industry.
    [Show full text]
  • Final Project a PROJECTON PEPSICO. STING ENERGY DRINK
    Final Project A PROJECT ON PEPSI CO. STING ENERGY DRINK (2011) ------------------------------------------------- Submitted By: FFaarrhhaan Abbiid 11663322--110099000044 Ghulam Shabbir 1632-109007 MBA (Marketing) ------------------------------- Approved by: _________________________________________ _________________________________________ _ Dean Faculty of Marketing Project Supervisor Inner Title A PROJECT ON PEPSI CO. STING ENERGY DRINK A PROJECT SUBMITTED TO THE PIMSAT INSTITUTE OF HIGHER EDUCATION IN FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION (MARKETING) BY FARHAN ABID & GHULAM SHABBIR MASTER IN BUSINESS ADMINISTRATION FACULTY OF MARKETING, PIMSAT INSTITUE OF HIGHER EDUCATION, PAKISTAN 2011 TABLE OF CONTENTS SSeerriiaall DDeessccrriippttiioonn PPaaggeNN oo.. CCeerrttiiffiiccaatteess vviiii--iixx Acknowledgements x DDeeddiiccaattiioonn xxii EExxeeccuuttiivveSS uummmmaarryy xxiiii CChhaapptteerNN oo.11 IInnttrroodduuccttiioon TTo EEnneerrggy DDrriinnkk 1133--1144 11..11 IInnggrreeddiieennttsOO fEE nneerrggyDD rriinnkk 1155--1188 11..22 EEffffeeccttss 1199--2200 11..33 AAtttteemmppttsTTo BBaa nn 2211 11..44 HHiissttoorryy 2222--2244 11..55 CCaaffffeeiinnaatteedAA llccoohhoolliicEE nneerrggyDD rriinnkkss 2255--2266 11..66 AAnnttii--EEnneerrggyDD rriinnkkss 2277 11..77 HHiiddddeenRR iisskks 2277--2288 CChhaapptteerNN oo.22 IInnttrroodduuccttiioonTT oPP eeppssii 2299--3300 22..11 CCoommppaannyOO vveerrvviieeww 3311--3322 22..22 ABB rriieefPP eeppssiHH iissttoorryy 3333--4400 22..33 MMiissssiioonn 4411
    [Show full text]
  • Bottles and Extras Fall 2006 44
    44 Fall 2006 Bottles and Extras Fig. 1 Fig. 2 Fig. 3 Fig. 4 Fig. 5 Fig. 6 Fig. 7 Fig. 8 Fig. 9 Fig. 10 Fig. 11 Fig. 12 Fig. 13 Fig. 14 Fig. 16 Fig. 17 Fig. 18 Fig. 19 Fig. 20 Fig. 21 Fig. 22 Fig. 23 Fig. 24 Fig. 25 Fig. 26 Fig. 27 Fig. 28 Fig. 29 Fig. 30 Fig. 31 Fig. 32 Fig. 33 Fig. 34 Fig. 35 Fig. 36 Fig. 37 Fig. 38 Fig. 39 Fig. 40 Fig. 42 Fig. 43 Fig. 45 Fig. 46 Fig. 47 Fig. 48 Fig. 52 Bottles and Extras March-April 2007 45 nationwide distributor of convenience– and dollar-store merchandise. Rosen couldn’t More Energy Drink Containers figure out why Price Master was not selling coffee. “I realized coffee is too much of a & “Extreme Coffee” competitive market,” Rosen said. “I knew we needed a niche.” Rosen said he found Part Two that niche using his past experience of Continued from the Summer 2006 issue selling YJ Stinger (an energy drink) for By Cecil Munsey Price Master. Rosen discovered a company named Copyright © 2006 “Extreme Coffee.” He arranged for Price Master to make an offer and it bought out INTRODUCTION: According to Gary Hemphill, senior vice president of Extreme Coffee. The product was renamed Beverage Marketing Corp., which analyzes the beverage industry, “The Shock and eventually Rosen bought the energy drink category has been growing fairly consistently for a number of brand from Price Master. years. Sales rose 50 percent at the wholesale level, from $653 million in Rosen confidently believes, “We are 2003 to $980 million in 2004 and is still growing.” Collecting the cans and positioned to be the next Red Bull of bottles used to contain these products is paralleling that 50 percent growth coffee!” in sales at the wholesale level.
    [Show full text]