Because who doesn’t love an energetic drunk?

By: Jennifer Pretty Jun 05, 2012
alcoholic energy drinks

I think it’s more than obvious to us all that many of us are failing to take care of ourselves properly on so many levels. We know from various reports that many Canadians are at an unhealthy weight. And although healthy living is considered by many to be a personal responsibility, our government has regularly felt the need to regulate consumer marketing campaigns that promote unhealthy products like junk food or cigarettes. Recently, they’ve even gone so far as considering extreme decisions like raising taxes on junk food prices.

So yes, I think we know the drill by now even if we don’t always adhere to the rules: no cigarettes, no junk food and eat healthy and exercise. We get it - the government wants us to be healthy.

Then why is it that they seem to be balking at protecting us from a new product that poses a very serious threat to our health: the alcoholic energy drink?

Who doesn’t like a cocktail with some friends or a glass of wine with dinner? The majority of us have experienced when those “few” beers or “one glass” of wine turns the night into an all out lush party. But, there is always that moment when you have to cash in your chips and call it a night. Why? Because you’ve drunk too much and you know it, that’s why.

But what happens when that moment of self-knowledge doesn’t arrive? What if you become completely oblivious to the effects of alcohol in your system because you are so hyped up by an ultra-caffeinated alcohol drink? Now, no longer will you find slobbering passed-out drunks on their bar stools, but hyperactive drunks ready to drink ALL … NIGHT … LONG.

Mixing alcohol with energy drinks is nothing new and these two-in-one options had been quickly dismissed by many as a fleeting fad, but unfortunately, it looks like they’re here to stay. To the delight of bartenders across the world (and sleepy drunks everywhere), savvy companies have decided to just go ahead and offer consumers all-in-one alcoholic energy drinks to get your daily energetic booze blast in a can.

Does this sound ridiculous to anyone else?

Thankfully, it appears that I’m not alone. The Canadian Food Inspection Agency has urged HealthCanadato classify these drinks in a proper transparent manner. Often marketed as an “energy boost” in a can, the lack of proper alcohol labelling is misleading to consumers and incredibly dangerous, potentially causing prolonged drinking and over-indulgence. After all, HealthCanada classifies alcohol as a depressant and has even issued warnings in the past about the dangers of mixing alcohol with energy boosting drinks.  So why would they be so slow to react to these menacing concoctions?

The government has already established itself as a healthy-living promoter, banning smoking and insisting on transparent labelling for food products. There’s no reason these “party all night long” products should be able to slip through the cracks and promote themselves as an energy-boosting product rather than an alcoholic one?

While we all have the right to enjoy ourselves in the lifestyle we have chosen for ourselves, shouldn’t reason and public safety be our first priority?

Until next time,

Peace, love and vitaminc C


Jennifer Pretty began her career as the director of artist development for a well-known Canadian music label. Branching out on her own, she then started her own PR business “Pretty Media Management” planning and hosting various charity, entertainment and fashion events. As a dance and fitness class enthusiast Jennifer is a firm believer in the benefits of a healthy, active lifestyle. She also loves to cook, travel, spend time with family and friends and most importantly living life to the fullest!