Energy drinks have the effects that caffeine and sugar provide, but the experts still argue about the possible effects of the other ingredients. Most of the effects of energy drinks on cognitive performance, such as the increased attention and reaction speed, are primarily due to the presence of caffeine. There is evidence that energy drinks can increase mental and athletic performance. Performance during prolonged driving is increased after consumption of Red Bull. Other tests for physical performance showed results such as increased endurance and power. Energy drinks are marketed to provide the benefits among the health effects of caffeine along with benefits from the other ingredients they contain. Health experts agree that energy drinks that contain caffeine do improve alertness. The consumption of alcoholic drinks combined with energy drinks is a common occurrence on many college campuses. The alcohol industry has recently been criticized for marketing cohesiveness of alcohol and energy drinks. The combination of the two among college students is correlated to the students experiencing alcohol-related consequences, and several health risks.
There is no reliable evidence that other ingredients in energy drinks provide further benefits, even though the drinks are frequently advertised in a way that suggests they have unique benefits. The dietary supplements in energy drinks may be purported to provide product benefits, such as for vitamin B12, but no claims of using supplements to enhance health in otherwise normal people have been verified scientifically. Various marketing organizations such as Red Bull and Monster have described energy drinks by saying their product “gives you wings”, is “scientifically formulated”, or is a “killer energy brew”. Marketing of energy drinks has been particularly directed towards teenagers, with manufacturers sponsoring or advertising at extreme sports events and music concerts. Moreover, it targets a youthful audience through social media channels. When mixed with alcohol, either as a prepackaged caffeinated alcoholic drink; a mixed drink; or just a drink consumed alongside alcohol, energy drinks are often consumed in social settings.