Energy Drinks

Energy drinks are a type of non-alcoholic caffeinated beverage that aim to give you a boost during the day.

Regulators around the world, including in New Zealand and Australia, have researched and confirmed energy drinks are safe to consume.

New Zealand also has some of the strongest regulations in the world relating to energy drinks, and all energy drinks sold in New Zealand must comply with the Australian New Zealand Food Standards Code 2.6.4 Formulated Caffeinated Beverages.

By law, energy drinks cannot contain more than 32mg of caffeine per 100ml. This means there is a maximum of 80mg of caffeine in a 250ml energy drink serving – the equivalent to a cup of instant coffee.

All other ingredients used in an energy drinks have been approved as safe for consumption by Food Standards Australia and New Zealand.

Like all drinks consuming caffeine, energy drinks should be enjoyed in moderation.

That is why energy drinks need to include caffeine labelling, state recommended daily usage declarations, and include advisory statements that the products is not suitable for children, pregnant or lactating women.


Our Energy Drinks Commitments

Beverage Council members are committed to the responsible marketing and promotion of energy drinks.

That is why our members who are involved in the manufacture and distribution of energy drinks have agreed to the following commitments:

  • Not direct any marketing activities at children
  • Not sell energy drinks in primary or secondary schools
  • Not provide samples of energy drinks to children
  • Not market energy drinks as only providing hydration
  • Not promote excessive consumption of energy drinks
  • Not use labelling to promote the mixing of energy drinks with alcoholic beverages
  • Provide consumers with the latest information on energy drinks on the New Zealand Beverage Council website.

You can view our energy drink commitments below:

View the NZBC Energy Drinks Commitment


Energy drinks and Children

Children are naturally full of all the energy they need to learn, grown and play.

That is why energy drinks are not marketed towards children and why, like all products containing caffeine as a significant ingredient, consumption by children is not recommended.

Evidence shows that the vast majority of children are not consuming energy drinks. In fact, consumption data shows that kids are only consuming a small amount of caffeine in their diet and only a tiny fraction of this caffeine can be attributed to energy drinks.


Energy drinks and alcohol

Ordinary consumption of alcohol mixed with energy drinks is safe and poses no special or unique risk.

Caffeinated mixers are common – whether it’s a scotch and cola, an espresso martini, or a coffee at dinner after drinking wine.  In fact, we have been consuming caffeine and alcohol together for decades. Any negative effects from alcohol are from the alcohol itself.

In 2015, the European Food Safety Authority released its landmark scientific opinion on the safety of caffeine. Regarding alcohol and caffeine, the EFSA confirmed it is safe to mix alcohol and caffeine and mixed consumption does no mask or hide the feeling of being drunk.

You can learn more by viewing our Alcohol and Energy Drinks Factsheet below:

View the NZBC Alcohol and Energy Drinks Factsheet