By Gail Jackson

Back in simpler, gentler times, when you heard the words ‘malt beverage’ your thoughts would turn to a yummy, thick, rich, ice cream concoction, available in many flavors. If you were lucky, you got not only the large glass filled to the brim, but also the metal container that held the “leftovers!”

Today’s malt beverages still come in metal containers, and in a myriad of flavors, but the term means up to 3.2% alcohol as one of its many ingredients!

In the 89th section of the Doctrine and Covenants we are well advised to avoid strong drink and warned to beware of the conspiring men in the last days, in consequence of the evils and designs in their hearts. Their conspiracies grow dramatically, and more frightening, each day.

In the last few years new types of strong drinks have made their appearance and are being marketed in designs to delude us and our children. The business is so massive, their advertising so appealing, that it is expected to be a 10 billion dollar annual business within the next three years.

They are marketed as ‘energy drinks.’ Innocent enough on the surface. We are all aware of healthy drinks that can give our energy a boost, and the Gatorade® - type beverages that replenish the body’s needed nutrients following exertion. These were the ‘energy drinks’ of yesterday.

Today’s energy drinks are filled with stimulants–– massive amounts of caffeine, plus taurine, and guarana, both unregulated stimulants that intensifies caffeine’s affect. These are strong drinks!

Caffeine is not a flavoring agent. Its sole purpose is to stimulate and addict. Caffeine is a drug. When it is consumed in high amounts, it manipulates the pleasure center of the brain in a similar way that alcohol, tobacco, and illicit drugs do. Daily consumption of 24 oz. of Diet Coke (just two cans), which contains 100 mg. of caffeine, can create a mild addiction. For some reason, diet coke contains even a higher amount of caffeine than its regular counterpart.

For comparison, regular caffeinated soft drinks range from 30 to 50 milligrams per 12 oz., and coffee ranges from 100 to 262 milligrams for the same size.

The caffeine alone contained in just 12 oz. of these new energy drinks ranges from that equaling 3.5 cans to 9 cans of Coke. That is up to 264 mg. per can. Further increasing the caffeine count, most energy drinks come in 16 or 24 ounce cans, deceivingly stating that each can serves two or even three. Plus, as stated above, the taurine and guarana further intensifies the stimulation, and addictive properties.

And again, along with these massive amounts of caffeine and other stimulants, some even contain up to 3.2% alcohol, listed in teeny print as “malt beverage” or even more deceptive, “ACL by weight.” How many of us know what that means? How would we? For comparison, to the uninitiated of the Mormon population, this is the same amount of alcohol that is limited in the beers available on U.S. military bases.

The labels and marketing are designed to attract the customers, mainly young people, and confuse the parents, law enforcement officers, store clerks, and unsuspecting buyers into thinking they are regular energy drinks.

Wonder of wonders, beer companies are producing the ones with alcohol! They promote them, even give them away, at sporting events and other public attractions. They are obviously out to addict young people.

More and more ‘energy drinks’ appear each day. Their labels are designed to appeal to every conceivable demographic–the sports fans, the gothics, Hispanics, dieters, teens (through sexual and drug inferences), patriots, and on and on. Many of the names are ones that adults wouldn’t even recognize. The teens sure do. The labels include erroneous health claims, and questionable athletic benefits. Some are manufactured in both alcoholic and non-alcoholic versions with only subtle differences in labeling.

Red Bull was probably the leader of the pack. I understand it had its beginnings in Europe, where it is now outlawed in some countries! Other names include: Cocaine, Rock Star, Wired, Tilt, Bawls, Poosie, Pimp, Vamp, Hair of the Dog, Old Glory, and Nos (which refers to nitrous oxide). There are hundreds of them.
Even Tampico, the popular juice drink in the dairy case has a hyped version. Can’t you see someone picking up Tampico energy drink for a soccer team treat thinking they are getting the old standby with additional health benefits?
Energy drinks are associated with higher levels of alcohol consumption and drug use. They are increasingly being used in combination with alcohol, illicit drugs and non-medical use of prescription drugs.

Our society is increasingly seeking highs. To many this seems like the legal answer to illegal consumption. I recently heard it said that the difference between Mormons and others is the temperature of their caffeine. While I have geared this column to parents, this problem is also one greatly misused by adults. Satan is no respecter of persons.

The manufacturers are seeing increasing profitability and increasing their deceptiveness. And, they are good at it!

• Energy drinks are currently found in vending machines in schools, fitness centers and hospitals,
• They are touted for athletes while in actuality caffeine is a diuretic and could be very dangerous in those situations.
• The cans are intentionally designed to look very similar to one another so it is difficult, especially when held in a hand, to distinguish between an energy drink, with or without alcohol, or even its full alcoholic counterpart.
• There are no placement regulations in markets, etc.
• They can be placed right next to the Gatorades® and other “safe” energy beverages.

The next time you are in your grocery store, convenience store, or where ever canned beverages are sold, see for yourself, and discuss it with the manager. And maybe your local politicians. Each of us are only one, but we each are one. Can we make a difference?

If you would like a copy of the more detailed handouts, including sources, provided by the Utah County Division of Substance Abuse, along with a copy of this article, please send your name and address and two 39 cent postage stamps, to cover the cost of printing and return mail, to Simply Gail, 3883 W. 20 North, Hurricane, Utah 84737. Permission has been given to copy them.