On a standard night out. For example: “Yeah pretty much just about every time we go out we’ve got Jagerbombs and just to begin the night off or what ever [. . .] Usually just commence off drinking beer to begin the night and then in all probability move on to like a bourbon or even a scotch or one thing like that. Perhaps possess a couple of lines of speed just just before going out and after that as we get out I most likely get onto Red Bull and vodka, that’s quite simple to drink and you can just about drink them all evening and not really feel sick” (Male, 29 years). Both of those patterns of use (drinking in between two and five AEDs and drinking eight or additional AEDs) had been borne out by sessions of observation. As an example: I noticed two groups of people today consuming AEDs throughout the evening. A group of 3 girls went towards the bar twice (when at around 10 pm after which again at around midnight) and ordered Skittlebombs. They all went towards the bar together and did the Skittlebombs even though ordering other drinks. There was a separate group of men, nonetheless, who kept returning for the bar periodically for rounds of Jagerbombs. They seemed to be taking it in shouts. A single individual would go as much as the bar and get a round of Jagerbombs and also other drinks (beer and bourbon mixers) and then contact his mates over for the bar to perform the Jagerbombs. After half an hour or so yet another male in the same group would go as much as the bar and they would do the same. They seemed to become racing each other to see who would finish first along with the last person to finish would obtain some jeering (Fieldnote, April).Normalisation of AEDOne of the key themes that arose from interviews and sessions of SANT-1 In Vivo observation was that consuming AEDs is now a `normalised’ phenomenon. When asked how lots of of their mates consumed AEDs, interviewees reported involving 50 to one hundred . There had been no venues attended in the course of sessions of observation that didn’t sell AEDs. Interviewees confirmed this observation, noting that it’s now attainable to buy AEDs in all licensed venues whereas a variety of years ago some venues didn’t sell power drinks. It was recommended by 1 participant, that though she had been drinking AEDs for “nearly ten years”, she had only noticed the drink had grow to be normalised in the past two or 3 years: “It has develop into far more well known to work with alcohol and energy drinks combined, definitely the final 18 months [. . .] There appears to be a lot more of power drinks available and [. . .] they’re now primarily standardPennay and Lubman BMC Study Notes 2012, five:369 http:www.biomedcentral.com1756-05005Page 5 offare in most clubs. You visit a few of the major clubs plus the fridge is just primarily all energy drinks, the only issue you are able to see is power drinks” (Female, 29 years). Interestingly, whilst it was expected that energy drinks could be additional popular within certain varieties of licensed venue environments, which include nightclubs, participants noted that they enjoyed drinking PubMed ID:http://www.ncbi.nlm.nih.gov/pubmed/21258769 AEDs at household (some often kept the fridge stocked having a six pack of energy drinks and a bottle of Cointreau or Jagermeister so they could have `bombs’ prior to they went out), at suburban pubs, as well as in city bars and clubs. This locating was supported by sessions of observation, in which AEDs were as preferred in pubs as they have been in nightclubs.Promoting and promotionsIt was commonly regarded by participants that power drinks and AEDs are marketed cleverly. All participants noted that power drinks and AEDs are associated with enjoyable and power. In unique, the link to intense sports was reg.