Purpose of the study
The popularity of alcohol energy drinks continuous to rise in Australia at a very alarming rate. Alcohol energy drinks have many consumers with the highest proportion of the population being youth. Unfortunately, there is a research gap on the reasons driving young individuals to use alcohol energy drinks. To address that limitation, the research aimed at investigating the perception and experience of University students in regards to premixed alcohol energy drinks (Jones 2012, pp281-287). The study focused on undergraduate university students located on New South Wales geographical region. The region proved much effective because of existed of a large of universities around the region as compared to other states thus capable of producing adequate and reliable data. The participants explained the benefits and disadvantages of consuming alcohol energy drinks that had similar traits of ready to drink beverages in terms of taste and image. The main benefit reported by participants is the ability of the alcohol energy drink to wake up and rejuvenate a drinker thus preparing them adequately for drinking and partying over a long period. Majority of the participants admitted observing and experiencing negative effects of drinking alcohol energy drinks some of which were severe (Grossman & Markowitz 1999, pp123-131). However, due to the addictive nature of those drinks the negative effects did not halt them from drinking.
Analysis and scrutiny of previous studies in relation to consumption of alcohol energy drinks provided evidence-indicating increase in intoxication levels, harmful alcohol linked consequences and risky behavior development.