Schumer Calls for FTC to Investigate Alcoholic Energy Drink Marketing

Certain brands of alcoholic energy drinks are marketed with the intent of appealing to underage drinkers, charged Sen. Charles Schumer (D-N.Y.) in calling for an investigation by the U.S. Federal Trade Commission (FTC).

The Associated Press reported July 11 that Schumer singled out Joose and Four Loko brand energy drinks, which he said are packaged in colorful cans to resemble nonalcoholic energy drinks and fail to prominently disclose their alcohol content — which can be up to 12 percent by volume.

The drinks are sold in 24-ounce cans, in flavors like grape and orange, and cost around $2.50.

“The style and promotion of these products is extremely troubling,” Schumer wrote to the FTC. “Frankly, it looks to me as if manufacturers are trying to mislead adults and business owners who sell these products, while at the same time actively courting underage drinkers. This type of marketing is, at minimum, grossly irresponsible.”

The maker of Joose said the products are only marketed to drinkers over age 21 and don't target college students.