In an attempt to avoid sounding like a crotchety old man, and perhaps risking sounding like a sell-out, I’m going to applaud Australian brewers Foster’s and Lion Nathan for deciding to pull alcoholic energy drinks from the market. Aimed at RTD (Ready To Drink) products with higher alcohol contents and alcoholic beverages with additives such as taurine or caffeine, Foster’s will cap their RTDs at 7% abv. Both Foster’s Group and Lion Nathan are limiting the container volume and completely ceasing production of these malternative energy drinks, in an effort to curb irresponsible drinking by promoting a culture of moderation.

I can’t say I’ve ever been a huge fan of these sorts of drinks, and I’ve expressed my opinion about them in this very space before. But I do understand that people enjoy sugary alcoholic drinks, like ready-made margaritas or “hard” lemonade. My question is: why the energy boost? If you need a pick-me-up, drink some coffee, or better yet, take a nap. And if that’s the case, should you really be consuming a lot of alcohol?

The 7% cap on these particular RTDs may seem like a neo-Prohibitionist act here in the US, but remember, it’s self-imposed by Foster’s, and it’s not like they’re brewing up world-renowned Tripels either. Therefore, I give Kudos to their efforts and would like to see some of the larger outfits around here follow suit. Although I realize some may not be able to survive without their B-to-the-E.

UPDATE: Just came across another article related to the alcoholic energy drink craze. Drink it up.