PREAMBLE With the ever increasing popularity of energy drinks, there are a shocking number of younger athletes using Monster, AMP and Red Bull in large quantities to get the rush. They think it is a harmless drink that can be taken at will. The warning on the can should tell them otherwise. This ebook covers the background behind these drinks and the newest developments behind some of the many reported cases of people who have had energy drinks affect their health.
Introduced more than 20 years ago, energy drinks are the fastest growing beverage market, with sales expected to top $20 billion worldwide in 2012 with $10 billion in Red Bull alone. The US market saw sales reach $9.4 billion in 2012 and are expected to reach $16 billion by 2016. Worldwide sales increased for Monster by 19.1% and for Red Bull by 17.0%. By contrast, Coca Cola declined by 1.0% and PepsiCo by 2.5%. One of the reasons sales have increased for the big two energy drink companies is the extension each has done to its product line. Monster increased its varieties by adding names like Khaos, Assault and Ubermonster. Red Bull added package sizes ranging from 8 20 ounces. They also for the first time ever introduced flavours with a red can (cranberry), blue can (blueberry) and silver can (lime). New flavors tend to be short lived (remember classic Coke and new Coke?) so don t expect them to be around forever. A more likely long term extension will be sugar free and zero-calorie varieties like what the soft drink market has done. Another possible change could be plastic bottles being introduced that are resealable, unlike the current aluminum cans. Energy drinks have names that convey strength, power, speed, and sexuality to market primarily to people between the ages of 18 and 30 (65% of consumers are male) which is why energy drinks have names like Red Bull, Monster, Full Throttle, AMP, and Rock Star Energy Drink. They primarily sponsor extreme sports like X-games, drag racing, skateboarding, etc. which are all sports commonly watched and played by individuals in this age range. Research suggests that about one-third of teens and young adults regularly consume energy drinks and almost 50% of the total sales of energy drinks are made to teenagers. Energy drinks are used to give a boost in energy by using caffeine and sugar with additional ingredients such as B vitamins, taurine. Most contain the stimulant guarana, a South American herb that contains guaranine which is similar to caffeine but is not included in the caffeine labelling. Energy drinks often contain ingredients designed to enhance the jittery effects of caffeine but they can have other side effects including nausea and diarrhea. Some people are sensitive to even small amounts of caffeine and can experience anxiety, palpitations, irritability, difficulty sleeping, and indigestion. Many ingredients are believed to work with caffeine to boost its stimulant power. One can of Red Bull contains 1000 mg of taurine and some brands contain as much as 2000 mg. A German
double-blind study showed that the stroke volume (the volume of blood ejected with each beat of the heart) was increased when taking a combination of taurine and-caffeine. Taurine appears to play an important role in muscle contraction (especially in the heart) and in the nervous system. Energy drinks contain sugar (although sugar-free energy drinks are now available) because it is a quick source of energy. Unfortunately, once it wears off, you experience a crash. B vitamins are sometimes added to energy drinks in amounts well above the daily recommended value. 5 hour energy drinks contain 8333% of the RDA (recommended daily allowance) of vitamin B12 and 2000% of the RDA of vitamin B6. It's true that the vitamins help unlock the energy in foods, but you can't expect to get a jolt from extra B vitamins. Food metabolizes quite slowly so the energy created will be quite small. Just about everyone already gets all of the B vitamins they could possibly need in their diets. They make energy drinks appear healthy, but they do little to give you a burst of energy. Unfortunately, research is lacking on the risks of long-term use and effects in kids especially those with medical conditions that may increase the dangers. The medical journal Pediatrics warns that energy drinks are under-studied, overused and can be dangerous for children and teens and kids shouldn't use the popular products. The potential harms, caused mostly by too much caffeine or similar ingredients include heart palpitations, seizures, strokes and even sudden death The dangers of energy drinks: 1. Some brands have up to five times more caffeine than regular soda. Caffeine intoxication is categorized as consuming an excess of 250 milligrams of caffeine and showing five or more signs of: hallucinations, nervousness, flush face, insomnia, diarrhea, restlessness, excitement, gastrointestinal problems, muscle twitching, inexhaustible, and difficulty with motor function. With a caffeine overdose, individuals can experience breathing problems, seizures, diabetes and rapid heartbeat. Hospital visits due to caffeine overdose have increased dramatically from 1 128 in 2005 to 16 055 in 2008, 13 114 in 2009 and over 20 000 in 2011. This coincides with an increase of 240% in the sale of energy drinks from 2004 to 2009. About 42% of the visits involved people who had also consumed alcohol or drugs with the energy drink. Of the 5 448 caffeine overdoses in 2007, 46% were in people under the age of 19. There have been 92 FDA reported incidents involving 5-hour Energy with 13 of them being deaths. There have been a
further 40 illnesses and 5 deaths associated with Monster. There have been 38 Canadian cases of serious side effects suspected to have been caused by energy drinks. Of these cases, 15 of them involved people under the age of 20 and half of them named Red Bull as the suspected cause of the side effects. 2. Sleep. Many people use energy drinks to stay awake but it can cause erratic sleep patterns. 3. Lack of nutrition. There is no nutritional value in energy drinks even though they contain large amounts of some vitamins. Your body can t use the quantities they contain. In order to remove the extra amount, your body will need extra water to flush them out. 4. Caffeine is a diuretic that can cause dehydration and is addictive. A lack of caffeine once you are used to having it in large amounts, can cause adverse symptoms like headaches. 5. A majority of the energy drinks have warning labels indicating situations where it could be dangerous for an adult to consume the beverage and most contain a warning that they are not suitable for children or pregnant women. 6. Sugar content. We need to be mindful of our sugar intake, especially with the rise of childhood obesity and diabetes. Some energy drinks contains as much as 34 grams of sugar per 8 ounces which is about 8 teaspoons of sugar. 7. People with a history of high blood pressure are at higher risk. Energy drinks have been found to increase systolic blood pressure by 3.5 points with even larger increases seen in those who do not normally use caffeine. Energy Drinks Should Not Be Mixed With Alcohol Red Bull and vodka or jagermeister has become a popular mixed drink because it has a reputation for reducing the fatigue effects of alcohol while enhancing the "feel good" buzz. People may not feel impaired but their blood alcohol concentration is still high and they may consume larger amounts of alcohol as a result. A study compared the effects of alcohol alone to an alcohol plus energy drink combination. Researchers found that the energy drink helped subjects feel better from symptoms such as headache, weakness, dry mouth, and poor motor coordination, though breath alcohol concentration and objective tests of motor coordination and reaction time proved otherwise. The caffeine in energy drinks is dehydrating, which may slow the body's ability to metabolize alcohol. Energy drinks containing alcohol are sold in liquor stores in Canada but four US states have banned them and several more are considering it. Nova Scotia, New York and Chicago are looking at legislation to
set a minimum age of 19 to purchase energy drinks. In Kentucky, they are considering a minimum age of 18. In October 2011, the Harper Government in Canada announced new measures that will provide consumers with more information about energy drinks, to help ensure Canadian families make informed choices when it comes to these popular beverages. To reduce the risk of potential harmful side effects from energy drinks, Health Canada advises people to consume them in moderation, not to consume them on an empty stomach, not to mix them with alcohol and to drink water, rather than energy drinks, to rehydrate after physical activity. Instead of adopting the 80-mg cap, Health Canada has decided that energy drinks can contain no more than 400 mg of caffeine per litre, or a maximum of 180 mg in a single-serve container. This is equivalent to the amount of caffeine in about five 355-ml cans of Pepsi. The 180-mg figure is more than double the recommended daily maximum for caffeine consumption in children age 10 to 12, which is 85 mg. For comparison, a cup of regular brewed coffee contains 65-130 mg of caffeine. There is no consensus concerning the amount of caffeine that is safe for adolescents age 13 and over, but experts say allowing young people to freely consume beverages that contain up to 180 milligrams per serving could lead to problems. There have been a number of people who have argued that the amount of caffeine in energy drinks is very similar to coffee so it s no big deal. There are TWO reasons this statement does not make sense. 1. Coffee drinkers typically drink coffee slowly and do not gulp it down. Some energy drinks are energy shots which are designed to be consumed in one large gulp so the caffeine enters your system very quickly. 2. Coffee only contains one stimulant, caffeine. Energy drinks contain several ingredients that work in combination to give the desired feel good effect. Studies have not been done to determine how much this combination affects a person s health.
Known Cases An oil-field worker in his early 20s needed to stay awake while working long shifts he took a six-pack of Red Bull to work every day for 2 months. He started to feel quite ill and visited his doctor. His doctor did blood tests and some investigating into his diet. The illness was diagnosed as the onset of type 2 diabetes from the consumption of large amounts of caffeine and sugar every day. Needless to say, he was told to stop the Red Bull habit. A 15 yr old male athlete at an SHSAA District cross-country event in October 2012 consumed 3 cans of Red Bull on an empty stomach before his race to get a good burst of energy. He collapsed during the race in convulsions and had an erratic heartbeat. He was in and out of consciousness until paramedics arrived. He was taken to hospital and was released later that night. He was out of school for a full week after the incident. December 16, 2011, 14 yr old Anais Fournier was at a mall with friends and drank a 24 oz Monster energy drink at about 8:00pm. The following afternoon she drank another one. In total, she drank 480 mg of caffeine equivalent to 14 12 ounce cans of Coke. A few hours later she went into cardiac arrest and was placed in a chemically induced coma to reduce swelling on the brain. Six days later she was declared brain dead and was removed from life-support. The official cause of death was cardiac arrhythmia due to caffeine toxicity complicating mitral valve regurgitation in the setting of Ehler-Danlos syndrome. She had a heart defect that was directly affected by the excess caffeine she consumed. Mitral valve prolapse is found in 3 6% of the population with 60% of people not knowing they have the condition. The family initiated a law-suit against Monster Energy for improper labelling of their beverages. On October 22, 2012, the FDA in the US launched an official investigation into allegations Monster Energy drinks caused five deaths and a heart attack.
Sponsorship Information AMP Energy Pepsi-Cola North America Beverages 700 Anderson Hill Rd. Purchase, NY 10577 Bill Wyman, senior director, AMP Energy 914/253-2000 Sponsorship: With the release of their AMP brand in February 2012, PepsiCo decided to pull back on their sponsorship activity. They downsized their partnership with Dale Earnhardt Jr. and the Hendrick Motorsports NASCAR Sprint Cup Series team from 20 races down to five. AMP will be the title sponsor paired with Diet Mountain Dew for the car as cosponsors. PepsiCo will do promotions at 7-Eleven, Inc with Get Dale Jr. s Inside Track using a Dale Jr. Chevy Camaro and other prizes; the result of the on-line and store promos created a 138% increase in AMP sales. Current Deals: Co-title: Hendrick Motorsports NASCAR Sprint Cup Series team. Additional Comments: Besides Dale Jr., AMP endorses five athletes: Urijah Faber (MMA) and Scotty Lago, Kevin Pearce and Jack and Luke Mitrani (snowboarding). Pepsi owns 4.4% of the energy drink market.
Monster Energy Monster Beverage Corp. 550 Monica Circle, Ste. 201 Corona, CA 92880 Bruce Stjernstrom, vice president of sports marketing 951/739-6200 Sponsorship: Monster Energy uses sponsorship as a part of its unleash the beast campaign that links with extreme sports, motorsports and music. The Monster Energy awards are a showcase of the Street Legal circuit. They have endorsement deals with over 100 bands, athletes, and celebrities including Rick Thorne, Rob Dyrdek and Snoop Dogg. Monster likes to promote new brands of their product at events like hosting the Java Monster lounge at the Style360 fashion show in New York Fashion Week. Current Deals: Title: Kyle Busch Motorsports NASCAR Nationwide Series team; Monster Energy Aftershock; Monster Energy AMA Supercross; Monster Energy Outbreak Tour; Monster Energy Ricky Carmichael Daytona Amateur Supercross; Cosponsor: Barber Motorsports Park, Birmingham, Ala.; Boost Mobile Rock the Bells festival series; Carnival Miami; Fiesta Atlanta; Joe Gibbs Racing; Rock on the Range, Columbus, Ohio; South by Southwest Music & Film Festivals; The Unshakeable Tour; Vans Warped Tour. Additional Comments: Monster signed a partnership with www.onemoregame.tv, an online gaming site. Monster has a 35.6% share of the energy drink market.
NOS Energy Drink Full Throttle The Coca-Cola Co. 1 Coca-Cola Plaza Atlanta, GA 30313 Sharon Byers, senior vice president of sports and entertainment marketing partnerships 404/676-2121 Sponsorship: The Coca-Cola Co. has two energy drinks: Full Throttle and NOS Energy Drink. NOS is used to sponsor Major League Gaming and motorsports (NASCAR and drifting). NOS signed a partnership with Roush Fenway Racing NASCAR Nationwide Series team and driver Ricky Stenhouse Jr. Coca-Cola Co. will replace Full Throttle with Mello Yello as the title sponsor of the NHRA Drag Racing Series in 2013; Full Throttle will still be the official energy drink of the motorsports series. Current Deals: NOS Energy Drink: Roush Fenway Racing NASCAR Nationwide Series team, Formula Drift; Sebring International Raceway; Sonoma Raceway; Major League Gaming. Full Throttle: NHL Detroit Red Wings; NHRA; Wet n Wild Emerald Pointe water park, Greensboro, N.C. Additional Comments: NOS sponsors the online gaming platform Virgin Gaming. The Red Wings sponsorship is an exclusive deal for the energy drink, isotonic and bottled water categories. The Formula Drift endorsement deal also includes driver Chris Forsberg. The Coca-Cola Co. owns 1.8% of the energy drink market.
Red Bull Red Bull North America, Inc. 1740 Stewart St. Santa Monica, CA 90404 Amy Taylor, vice president of marketing 310/393-4647 Sponsorship: With a 19.8% increase in sales and 40.3% market share, Red Bull is the undisputed leader in the energy drink industry. Red Bull focuses on sole sponsorship events like the Red Bull Air Race World Championship and Red Bull Flugtag. The company owns the MLS New York Red Bulls and the Red Bull Racing Formula One team. They dropped ownership of a NASCAR Sprint Cup Series team after the 2011 season. Red Bull uses sponsorship to support niche events and athletes. They sponsor Lollapalooza and Voodoo Music Experience on behalf of Red Bull Soundstage in support of emerging music. Red Bull is hosting a national battle-of-the-bands promotion that dangles the opportunity to play at the festival. Current Deals: Red Bull Budds Creek National, Mechanicsville, Md.; Red Bull Indianapolis GP; Red Bull RedBud National. Cosponsor: Alpine Meadows, Tahoe City, Calif.; Amphitheater at the Wharf, Orange Beach, Ala.; Best Buy Theater, New York City; California Mid-State Fair; Camp Woodward; Canyons, Park City, Utah; Cinequest Film Festival, San Jose, Calif.; Coachella Valley Music & Arts Festival; French Quarter Festival presented by Capital One Bank; GNC Pittsburgh Triathlon & Adventure Race; Las Vegas Motor Speedway; Lollapalooza; Major League Soccer; Mazda Raceway at Laguna Seca; MLB Los Angeles Dodgers; NBA Golden State Warriors and Los Angeles Clippers; Nike US Open of Surfing; Pygmalion Music Festival, Urban, Ill.; Sierra-at-Tahoe Resort, Twin Bridges, Calif.; Van Andel Arena, Grand Rapids, Mich.; Voodoo Music Experience, New Orleans. Additional comments: Action sports content is offered through the Red Bull Signature Series multimedia video platform.
Rockstar Energy Drink Rockstar, Inc. P.O. Box 27740 Las Vegas, NV 89126 Michael Kelso, marketing director 702/939-5535 Sponsorship: Rockstar is the third-largest player and focuses on action sports, music and motorsports to support its "world s most powerful energy drink position. They sponsor the PBR Built Ford Tough Series with sponsorship of 90-point rides and regional instore promotions offering two-for-one tickets and special offers with a product purchase. Rockstar signed a partnership with the Comcast Bite of Seattle. Current Deals: Rockstar Energy Drink Mayhem Festival; Rockstar Energy Drink Uproar Festival. Deadmeat tour (Steve Aoki, etc.); Kaskade Freaks of Nature Tour; Collide with the Sky Tour (Pierce the Veil, etc.); Infamous Tour (Motionless in White, etc.) Cosponsor: Comcast Bite of Seattle; Firebird International Raceway, Chandler, Ariz.; Identity Festival presented by ihome; Lucas Oil Off Road Racing Series; MasterCraft Pro Wakeboard Tour; PBR Built Ford Tough Series; Seafair, Seattle; Summerfest; Operation Gratitude. Additional Comments: MasterCraft Pro Wakeboard Tour includes event entitlement. Rockstar has endorsement deals with athletes including Cam McCaul (Mountain Bike); Corey Lopez (surfing) and Jackson Strong (FMX).
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My name is Jacques Delorme and I am the founder of ViSports. I have been around sports for over 30 years as a player, official and a certified coach in baseball, basketball, football, volleyball and wrestling. I have coached all age groups from 3 yr old all the way up to a masters team (over 35). I completed my Bachelor of Education degree in Chemistry, physical education and general science in 1990. I went on to a career in teaching which also had me involved in coaching badminton, basketball, curling, football, little league baseball, soccer, softball and track and field. As a part of my coaching, I didn t always stress proper nutrition. There was very little emphasis on eating properly when I was an athlete. When my son started taking his training more seriously (and eventually play on the Junior National Handball team), I gathered up to date information on sports nutrition to get him to make the most of his efforts. As a result, I started taking classes and certifications and put what I learned into three websites to communicate with others interested in learning more about the training, nutrition and motivation of youth athletes. Updates are made almost daily to my sites as feedback comes in and research studies are released. I will continue to study and learn as much as I can about youth training, nutrition and motivation. My sites will contain the most up to date information I can find. I have done presentations for sports groups, community groups as well as schools. A new nutrition book is now available on my website for Kindle through Amazon.com, as well as all other online sites (Barnes & Noble, ipad, Sony, etc) by the end of April 2013. Teach and guide our youth before the lessons they learn by trial and error alone render them incapable of reaching their true potential. Jacques Delorme Founder and CEO Opportunities are never lost someone will take the one you missed.