Miller keeps Sparks alive - despite Budweiser's troubles

Sparks and Sparks plus, the leader in the Caffeinated alcohol category, still selling strong, despite Anheuser-Busch pulling their malt beverage brands, Tilt and Bud Extra, from the market.  Miller is keeping both sparks and Sparks plus, claiming the products are fully compliant with regulatory and labeling guidelines in the country.  Sparks has been selling nationwide since 2006, ever since Miller purchased the drink from the McKenzie River Corporation.

It is very clear when comparing the older design of  this drink to the new incarnation, plainly visible steps were taken to ensure consumers knew this drink is alcoholic, having over four separate warnings about the alcoholic content in them. Sparks Original has 87mgs of caffeine per can. There is 24 oz of fluid in a can, so  that's a little less than what you would find in a can of Diet Coke)."The brand and its labelling have received approval from the federal government," group spokesperson Julian Green told BeverageDaily.com.  "While we continue to work with authorities on this issue, as well as our own responsible drinking initiatives, we are also protecting our right to innovation."

Green said that the caffeinated beverage provided a growing opportunity to meet consumer's demands for new types of product in the beer market.

The Anheuser-Busch varieties did not have as many warnings, and were found marketing them to minors, said the The Attorney General's office in New York.  The makers of Budweiser were fined over $2 million.  Anheuser-Bush responded that “Although Bud Extra and Tilt met all regulatory requirements, had much less caffeine than a Starbuck’s coffee, and had received all necessary federal and state agency approvals, we are reformulating these products in response to the AG’s concerns. We have ceased production of the original caffeinated versions of Bud Extra and Tilt."

The consumer advocacy group the Centre for Science in the Public Interest (CSPI) litigation director Steve Gardner said that the action of some US attorneys had been an important step in raising its fears over the combination of caffeine and alcohol. "Not for the first time, state Attorneys General have filled a gaping void left by disinterested federal officials, who should have cracked down on these particular products long ago,"said Gardner.  "Frankly,Miller Brewing is lurching on very thin legal ice if they continue to market these dangerous drinks."
 The attorney general said they were investigating as many as 15 other companies that make Caffeinated Beer, such as Stroh's Rize Malt Beverage and United Brand's Joose.
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