MillerCoors to take caffeine out of Sparks drink

Throughout 2008, a number of state attorneys general had repeatedly raised concerns about alcoholic energy drinks, particularly their marketing to young people. By September, twenty-five states and interest groups had asked MillerCoors to cancel the release of an alcohol-infused energy drink, Sparks Red.

Earlier in 2008, Anheuser-Busch agreed to stop selling similar drinks in a settlement with eleven state attorneys general.

"As a responsible company, we are always willing to listen to societal partners and consider changes to our business to reinforce our commitment to alcohol responsibility," Tom Long, MillerCoors’ President and Chief Commercial Officer, was quoted as saying.

MillerCoors also agreed to make changes in its marketing of Sparks, including eliminating images in its advertising that imply energy or power, such as battery-themed symbols on the can. The company will cease marketing themes that appeal to underage youths; not renew its contract with William Ocean, an air guitar champion who does a back flip onto an opened can of Sparks at his shows, and discontinue the Sparks Web site.

However, Mr Long said the agreement with the attorneys general contained no finding that MillerCoors engaged in unlawful behaviour or marketed its Sparks brand to people below the legal drinking age.

MillerCoors said it will be able to sell the current Sparks product inventory to ensure no disruption in product availability to distributors and retailers.

“It’s cheap, it’s got alcohol and it tastes pretty good as long as you have it on the rocks.” That’s what Sparks’ aficionados said. The attorneys general thought that worrisome.