On a common evening out. For example: “Yeah just about every time we go out we have Jagerbombs and simply to get started the evening off or whatever [. . .] Generally just begin off drinking beer to begin the night and after that likely move on to like a S2367 supplier bourbon or perhaps a scotch or something like that. Possibly possess a couple of lines of speed just just before going out after which as we get out I possibly get onto Red Bull and vodka, that is fairly straightforward to drink and you can pretty much drink them all night and not feel sick” (Male, 29 years). Each of those patterns of use (drinking amongst two and 5 AEDs and drinking eight or more AEDs) had been borne out by sessions of observation. For instance: I noticed two groups of people today consuming AEDs all through the evening. A group of 3 females went towards the bar twice (after at around 10 pm then once more at around midnight) and ordered Skittlebombs. They all went for the bar together and did the Skittlebombs whilst ordering other drinks. There was a separate group of guys, nonetheless, who kept returning for the bar periodically for rounds of Jagerbombs. They seemed to be taking it in shouts. 1 particular person would go as much as the bar and get a round of Jagerbombs along with other drinks (beer and bourbon mixers) after which get in touch with his mates more than towards the bar to perform the Jagerbombs. Following half an hour or so another male from the exact same group would go as much as the bar and they would do the exact same. They seemed to be racing each other to see who would finish 1st as well as the last person to finish would acquire some jeering (Fieldnote, April).Normalisation of AEDOne of the primary themes that arose from interviews and sessions of observation was that consuming AEDs is now a `normalised’ phenomenon. When asked how several of their buddies consumed AEDs, interviewees reported involving 50 to 100 . There were no venues attended through sessions of observation that did not sell AEDs. Interviewees confirmed this observation, noting that it truly is now attainable to buy AEDs in all licensed venues whereas several years ago some venues didn’t sell power drinks. It was recommended by one particular participant, that although she had been drinking AEDs for “nearly ten years”, she had only noticed the drink had come to be normalised in the past two or 3 years: “It has turn into far more preferred to work with alcohol and energy drinks combined, unquestionably the final 18 months [. . .] There seems to be additional of energy drinks offered and [. . .] they’re now essentially standardPennay and Lubman BMC Research Notes 2012, 5:369 http:www.biomedcentral.com1756-05005Page 5 offare in most clubs. You go to some of the huge clubs plus the fridge is just essentially all power drinks, the only thing you could see is energy drinks” (Female, 29 years). Interestingly, though it was expected that energy drinks would be a lot more well-liked inside specific types of licensed venue environments, like nightclubs, participants noted that they enjoyed drinking PubMed ID:http://www.ncbi.nlm.nih.gov/pubmed/21258769 AEDs at house (some constantly kept the fridge stocked using a six pack of power drinks as well as a bottle of Cointreau or Jagermeister so they could have `bombs’ prior to they went out), at suburban pubs, and also in city bars and clubs. This discovering was supported by sessions of observation, in which AEDs had been as well known in pubs as they had been in nightclubs.Marketing and promotionsIt was commonly regarded by participants that energy drinks and AEDs are marketed cleverly. All participants noted that energy drinks and AEDs are associated with exciting and power. In particular, the link to intense sports was reg.