What’s the buzz behind energy drinks?

While many GCSU students still rely on soda and coffee for their pick-me-up boosts, successful advertising has paved the way for energy drinks and has helped them to become an increasingly popular trend among college-aged individuals.
Surprisingly, energy drinks have been around since the mid-’80s. According to The New York Times, Jolt Cola was the first energy drink on the market. It was a briefly popular drink that delivered a mighty wallop of caffeine in a 12-ounce can.
Though Jolt Cola never was a successful drink, it-helped spawn a new generation of caffeinated energy drinks, which has overtaken bottled water as the fastest-growing category in the beverage business.
“Energy drinks are a great way to give you a boost whenever you are tired,” said CJ Davis, a senior rhetoric major. “I drink them when I know I am going to have to stay up for a long period of time.”
According to an informal survey conducted by The Colonnade, over 68 percent of GCSU students consume energy drinks.
“That number doesn’t shock me at all,” said Anna Stephens, a freshman biology major. “I drink them at least a few times a week, and I know that most of my friends do too. It’s just hard to find time to get everything done, and I find myself having to stay up half the night and the only thing that seems to keep me awake is energy drinks. And until someone finds a better solution, I’m going to keep drinking them.”
Of the 30 students surveyed, 20 chose Red Bull as their favorite energy drink while RockStar was a close second.
“I drink RockStar most of the time,” said Nora O’Buck, a junior nursing major. “Whenever I have to work a long shift or stay up late, I usually will drink an energy drink.”
Last year alone, over 2.5 billion cans of Red Bull were consumed worldwide according to Nyla Wilkins, Red Bull media representative.
“Red Bull has been on the market for about 18 years and is sold in more than 130 countries,” Wilkins said.
According to The Daily Utah Chronicle, drinks such as Red Bull bring the promise of energy and alertness, providing an alternative to common caffeinated beverages like coffee, which may not be as accessible as these canned beverages. They have even found their way into night life, where they are often mixed with hard alcohols such as Jagermeister or vodka, indicating they supply the energy needed to “party like a rock star,” RockStar Energy Drink’s advertising slogan.
“Red Bull and vodka taste good,” said Davis. “And when you are tired and want to go out with your friends, ordering a drink like Red Bull and vodka helps to pick you up so you can hang out with your buds.”
Mixing stimulants like caffeinated energy drinks with a depressant like alcohol does raise some concerns.
“Red Bull, because it is so highly caffeinated, is considered a stimulate and alcohol is a depressant,” said Tyler Ver Stegg, a senior community health major. “And when you put both of them in your body, it could confuse your body and, therefore, be more risky when mixed with alcohol.”
When questioned, Red Bull spokesperson Wilkins said consuming Red Bull with alcohol is not necessarily harmful, but negates the intended effect of the drink.
“We do not promote Red Bull Energy Drink as a mixer with alcohol, as this might impair the positive effects of Red Bull Energy Drink as advertised. However, there is no indication that Red Bull Energy Drink has any effect related to alcohol consumption,” Wilkins said. “There is no reason why Red Bull should not, like any other drink, be mixed with alcohol, as long as people do not underestimate that alcohol consumption might impair their mental and physical activities. Red Bull Energy Drink is not designed to counteract this.”
Energy drinks are also an alternative for those who want an energy boost, but who don’t want to consume alcohol.
“When I am downtown, I always find myself ordering just a Red Bull because it helps keep my energy level up so that I can have a good time with my friends,” Stephens said.
There are serious health risks involved, though, with consuming energy drinks. According to WebMD.com, consuming large amounts of caffeine can increase blood pressure, cause rapid heartbeat, and can also create numbness and tingling in the hands and feet.
There are students on the GCSU campus who have strayed away from the energy drink trend because of negative side effects.
Jamie Webster, a junior marketing major, has never had an energy drink and doesn’t plan on ever drinking one.
“They are expensive and unnatural. They give the impression that they are not good for you,” Webster said. “Plus, they don’t taste great either. I really just don’t feel like I am missing out on anything.”
GCSU senior Sarah Treleven does not consume energy drinks either.
“Anytime I drink them it makes me sick,” Treleven said. “I don’t prefer the taste of them either, they taste like crap. I just try and stay awake instead of drinking those disgusting things. I put music on, or shower or eat some sugar. I do whatever I have to do to avoid having to drink energy drinks.”
There are many students at GCSU who are aware of the negative side effects that come along with consuming energy drinks, but who continue to drink them anyway.
“I feel my heart rate increase when I am drinking them but most of the time I just choose to ignore it,” Stephens said. “I know that caffeine makes you jittery and that is just a price you pay when consuming energy drinks.”
O’Buck, who is sensitive to caffeine, chooses to ignore her condition.
“I know that I am sensitive to caffeine, but I try to drink them slowly instead of chugging them. And I know that drinking more than one at a time isn’t good for you, so I usually don’t.”
According to Wilkins, drinks like Red Bull are not intended for consumption in large amounts.
“Red Bull is a functional drink and not a thirst quencher,” Wilkins said. “Generally, you can compare its digestibility with that of coffee, and this is a good guide to the amount you can drink.”
Even though most energy drinks’ nutritional facts and claims have not been evaluated by the Food and Drug Administration, some students are still choosing to drink them, while others are finding alternatives.
“I don’t try to get any extra energy from energy drinks or anything,” Webster said. “I just try to deal with it instead. My health is more important than being able to stay awake for a couple of hours longer. It’s just not worth it.”
Energy drinks are taking over most beverage shelves at the local convenience store, but who knows how long this trend will last. Only time will tell.
“I am waiting for some sort of invention that will allow humans to stay awake forever. Then maybe, I will be able to get everything done,” Stephens said. “But I don’t see that happening anytime soon, so cheers to Red Bull and other highly caffeinated beverages that allow me to pull all-nighters and go out with my friends.”

Posted by Colonnade Archives on Mar 9 2007. Filed under Features. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry