Publication Details

Jones, S. C. & Barrie, L. (2009). Alcohol energy drinks: engaging young consumers in co-creation of alcohol related harm. Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian and New Zealand Marketing Academy.


Alcohol-energy drinks are a relatively new entry to the alcohol market, but have rapidly gained popularity among young drinkers. Unfortunately, these products are also associated with higher levels of alcohol-related harm, including negative health effects and increased levels of aggression and violence. This paper reports on the social image functions served by these products, as perceived by university students; and suggests that there is a need to look beyond alcohol advertising to other factors that increase consumption – including pricing, distribution, use of social media, and consumer co-creation of brand image. Keywords: attitude, behaviour, experience, perception, public health, responsibility, alcohol