We as humans, consume all types of food in beverage for numerous reasons. For health, for pleasure, or for perceived necessity. This means that there are plenty of opportunities for the design of food, as well as the ways in which we decide which to consume it. But sometimes the things we consume can hurt us. Alcohol can be found in almost every society, in which It can bring both pleasure and pain. It seems however, only in American society that we would combine our love of intoxication, with our love of staying awake in order to achieve more (sometimes achieving greater intoxication). This combination has arisen in the form of alcoholic energy drinks that pose several issues to our society. What was designed as a way to fulfill the desire to be intoxicated while also alert, has developed into an almost epidemic leaving people hospitalized and embarrassed. The physical label design of these drinks also posses a threat to young adults who have already grown accustomed to the energy drink lifestyle that has permeated out society over the last several years.
Drinks such as Sparks, Joose, and recently Four Loko, provide customers with a potent combination of alcohol and energy stimulant. The latest, Four Loko, packs a content equivalent to a six pack of beer, mixed with several cups of coffee, all in a twenty four ounce can. These drinks appeal primarily to young adults such as college students, due to their low cost and effectiveness. Young adults tend associate drinking alcohol with activities like going to parties, dancing, listening to music, and other activities that require energy. This desire leads them to these powerful drinks that pack a major punch in a small package. The package is also typically designed similar to the average energy drink, available in several inviting fruit flavors that make it appear relatively harmless.
However the drinks are far from that. The deceiving package design seems to neglect that potency and overall danger of consuming such drinks. The mixing of stimulants (caffeine) and depressants (alcohol) has been done in bars for ages in common drinks like jack or rum and coke. However the small amounts in these drinks are no where near the explosive power of these alcoholic energy drinks. The deceiving package, flavor, and overall concept seems to avoid communicating the very present danger of these drinks. Mixing alcohol and and caffeine in large amounts can lead the consumer to thinking they are lessening the effects of intoxication, when really they are only disguising it. If someone is to consume two cans of Four Loko, they are basically consuming 12 drinks, and several cups of coffee, in only 48 oz of fluid. This can lead to devastating effects when consumed quickly, as most of these beverages are. The masking effects of caffeine will lead people to consume more alcohol, unaware of the actual toll it will take on their body. This had lead to countless hospitalizations due to severe intoxication. Putting such a potent combination in such a convenient and harmless seeming delivery method allows for binge drinkers to quickly consume a potentially lethal amount alcohol in minutes.
Not only is the package designed, but the experience it's self. American culture seems to embrace the idea that a good time involves drinking heavily, while not showing the effects. People expect to got out and drink for hours while maintaining an upbeat and fun energy. These newer beverages appeal to solve this problem in an affordable, convenient package.Luckily, U.S. Administration is catching on to the dangers and the F.D.A. Has just proposed a ban on the Four Loko beverage. Even though it is not an elegant, artistic, or necessarily useful aspect of design, the concept of an alcoholic energy beverage is a design from it's concept and recipe, to the label and advertisement it uses. This design is one that hides it's true and deadly nature.

