Energized alcohol drink hits the market

Hard E Beverage Co. (Corona, CA) has marketed what it calls the first "hard energy" malt beverage, a mixture of beer, vodka, vitamins and ginseng. This is an ideal beverage for those people who are looking to get a buzz without losing their energy.

Scientists say though that the manufacturer's claim that Hard E will keep consumers both tipsy and peppy is suspect and the drink may actually be dangerous.

Energy drinks without alcoholic content such as Red Bull and Hansen's Energy were introduced in the U.S. three years ago, but the drinks are quite different from the likes of Gatorade, which is designed to replenish liquid and minerals after exercise. It was found that many energy drinks are used as mixers in alcoholic drinks, but actually made the consumer more thirsty.

The beverage will be available on the East and West coasts this September.

Edited by Christine Fraser,
Assistant Editor, Beverage Online