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Imbibers now prefer to take in energy drinks to keep them partying until the wee hours of the morning.
The good thing about the energy drinks is that they can be taken straight or act as a mixture to alcohol thereby catering for drinkers and non-drinkers. Saturday Lifestyle visited some of the elite night joints in town and most revellers could be seen drinking a variety of energy drinks.
Bulldog energy drink appeared to be the most popular one although there are quite a wide range that include Burn, Red Bull and Energered.
“We have resorted to energy drinks so that we remain awake and this drink gives us energy and we are alert always,” said one reveller.
Costa, a regular imbiber said the energy drinks were suitable for party binges, where one needed to consume a lot of alcohol, but continue to be energetic. “Energy drinks are cool mixers,” he said. Most energy drinks contain taurine and caffeine. Caffeine is a known nervous system stimulant, and it has been associated, with outcomes ranging from improved performance among endurance athletes to faster reaction times in problem solving. Caffeine also provides alertness, while Taurine is known to act an as antioxidant, which helps protect damaging of cells.
There is evidence that taurine reduces the degree of post exercise oxidative stress. As an antioxidant, taurine can also protect the body against substances such as lead.
“After noticing that most drinkers now prefer a mixture with an energy drink, we decided to launch “Bulldog'” which is fast becoming famous.
The good thing with this energy drink is that it has taurine,” said Ash Kara, the director of Ana trading, which is the sole distributor of the drink in the country. Kara said they were forced to formally launch the drink in Zimbabwe because of the appeal it has on energy drink consumers.
“This is fast becoming a trend world over where people dilute alcoholic drinks with energisers or simply take energy drink and the people in Zimbabwe are slowly embracing the concept,” he said. A 2011 study published in the journal “Pediatrics” reported that 30 to 50 percent of teens and young adults use energy drinks and that people under the age of 25 accounts for half of all sales.
Teen and young adult males are reportedly the leading consumers of energy drinks.
Online Reporter