Allied Domecq, Seagram power up extreme drinks

Linnett, Richard; Chura, Hillary
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, p1
Trade Publication
This article reports on the efforts of Allied Domecq Spirits USA and Seagram Spirits & Wine Group to explore the marketing potential of premixed energy drinks that blend alcohol with caffeine or herbal ingredients. Allied Domecq has conducted focus groups to test liquor-based drinks that incorporate ingredients such as guarana, ginkgo biloba and ginseng. Seagram has introduced a ginseng addition to its Gin & Juice drink line. The Bureau of Alcohol, Tobacco & Firearms determines how much of certain herbs may be added to alcoholic beverages, based on regulations the Food & Drug Administration has set for non-alcoholic beverage products. An alcoholic beverage may contain caffeine as long as it has been added in extract form and the final product has no more than 0.002% caffeine.


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