Energy RTDs

DSICA members, as part of the DSICA's Statement of Responsible Practices for Alcohol Advertising and Marketing, have agreed to:

  • voluntarily limit the caffeine or caffeine-equivalent content of energy beverages to no higher than that in conventional cola soft drinks available in the market

  • not use the ingredient Taurine

  • have an upper limit of two standard drinks per single-serve container

  • make no energy-related claims in the marketing or advertising of those products

 

The Australian Government is currently examining the health and behavioural impacts of pre-mixed energy alcohol drinks.

Australia's alcohol activisits have called for a complete ban on pre-mixed energy alcohol products. 

However, just as the RTD tax simply led to RTD consumers mixing their own drinks, a ban on pre-mixed energy alcohol products will have little effect  - except causing inconvenience.

A ban on pre-mixed energy alcohol drinks will simply lead people to buy the easily available energy drinks from supermarkets or service stations, and then either mix and consume their own alcohol energy drinks at home, or to pre-load on the energy drinks before entering licensed premises.  

People on licensed premises who wanted further boosting of their energy levels could take easily concealed caffeine pills, or move onto those illicit drugs that have an energy enhancing effect. 

Simplistic bans will not have the postive effect that those calling for them expect.

The content of alcohol advertisements and their placement in Australia is tightly regulated under the ABAC scheme.

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