The right place at the right time: The social contexts of combined alcohol and energy drink use

Abstract

Aims: Little is known about the social and functional aspects of alcohol mixed with energy drink (AmED) consumption. Using a functional substance use perspective and via the lens of social identity theory, this paper aims to explore the role of AmED consumption amongst the milieu of nightlife and party culture. Methods: Twenty-five regular AmED consumers aged 18–33 participated in semi-structured interviews. Qualitative thematic analysis of transcripts was undertaken, with a focus on the social contexts and perceived functions of AmED consumption, group dynamics and social identity. Findings: Three main themes were identified: (i) AmED use was restricted to specific social contexts, (ii) AmED use performed a social function and (iii) AmED users identified with a coherent and consistent social identity. AmED use was almost exclusively reported to occur within group drinking scenarios at parties and licensed venues, particularly nightclubs. AmED users identified with a clear and consistent social identity that was distinct from other alcohol consumers, typified by gregarious and extroverted behaviour. AmED use was seen to facilitate these ideals and strengthen group cohesion in appropriate contexts. Conclusions: Future efforts aiming to elicit changes in AmED consumption practices must account for the fundamental importance of social contexts to AmED use.

• Alcohol
• decision-making
• energy drinks
• identity

Declaration of interest

This study was funded by the New South Wales Ministry of Health. Nic Droste is funded by an ARC PhD scholarship, supported by the Victorian Health Promotion Foundation (VicHealth) (Project ID: LP110200699). Amy Pennay and Amy Peacock are funded by an NHMRC Early Career Fellowship (APP 1109366 and APP1069907, respectively).

The funding bodies had no involvement in the interpretation or reporting of the results for the current manuscript. Author Amy Peacock was provided placebo samples by Red Bull GmBH in a prior experimental study; no financial support was provided and this organisation had no involvement in design, interpretation, or reporting of the work. Red Bull GmBH have no involvement in the current manuscript. Dan I. Lubman has received speaker fees from AstraZeneca and Janssen, and provided consultancy advice to Lundbeck. Peter Miller receives funding from Australian Research Council and Australian National Health and Medical Research Council, grants from NSW Government, National Drug Law Enforcement Research Fund, Foundation for Alcohol Research and Education, Cancer Council Victoria, Queensland government and Australian Drug Foundation, and travel and related costs from Australasian Drug Strategy Conference. He has acted as a paid expert witness on behalf of a licensed venue and a security firm. The researchers have no other connections with the tobacco, alcohol, pharmaceutical or gaming industries, or any body substantially funded by one of these organisations.