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States Call for MillerCoors to Drop High-Alcohol Energy Drink
September 18, 2008

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News Summary

The nation's leading maker of alcoholic energy drinks wants to up the ante with a new high-alcohol product called Sparks Red, but attorneys general from 25 states are calling on brewer MillerCoors to drop the drink, the Associated Press reported Sept. 17.

Sparks Red would contain up to 8 percent alcohol, the AGs said, higher than the original Sparks and far more than contained in beers like Miller High Life and Coors, which have about 5 percent alcohol by volume.

"MillerCoors' decision to introduce Sparks Red defies increasing undeniable evidence from medical and public health professionals about the dangers of mixing alcohol with stimulants found in energy drinks," according to a letter from the AGs group. Critics also charge that the drinks appeal directly to teens, who are major consumers of energy drinks like Red Bull.

The state officials said that if MillerCoors doesn't abandon Sparks Red they would consider other action, such as a lawsuit, to keep the product off store shelves.

A spokesperson for MillerCoors said that the company plans to release Sparks Red on Oct. 1, as originally scheduled. Spokesperson Julian Green said the product had been approved by the federal Alcohol and Tobacco Tax and Trade Bureau (TTB). "We will continue to work with the TTB to insure that marketing, labeling and formulation continues to meet all guidelines," Green said.

The watchdog Center for Science in the Public Interest last week sued MillerCoors in an attempt to get Sparks off the market, and pressure from advocacy groups and law-enforcement officials earlier led Anheuser-Busch to remove stimulants from its Tilt and Bud Extra products.

COMMENTS ON THIS ARTICLE:

Posted by ClareGlass on 22 Sep 08 05:38 PM EDT
Thrill Seekers! Drink Sparks or Red Bull & Vodka! Ride in an ambulance! Go to the ER! Meet Nurse Cutie & Dr. Dreamy @ your own cardioversion! (Paddle shock to your heart while awake & drooling!) Impressive! More thrills include: losing dignity, longer lines @ ER's, driving up health care insurance premiums & lawsuits to boot! (Yes, it's satire folks!)

Posted by Joshua on 22 Sep 08 10:32 AM EDT
This whole argument makes no sense. nobody is talking about about banning the alchohol, and nobody wants to outlaw the energy drinks, but make it illegal to sell them in combination. OK, lets imagine that the states do make it illegal. stores will still sell both products, probably still in the same display case and nobody will ever think of mixing them again. Any product which contains alchohol is de facto not designed to be marketed to children because selling it to them is illegal. even if Miller Coors developed a beer/babyformula combination, no underage drinkers would ever get ahold of it unless an adult broke the law.

Posted by don smyth on 21 Sep 08 04:22 PM EDT
This is less about keeping drinkers awake so they can consume more product than responding to the declining alcohol sales among the emerging under-aroused/physically depressed 'no fear' at-risk population. Initially stimulants play a mean head game with their victims, first normalizing low brain blood flow, low cortisol and adrelanine and low heart resting rates. Today's high-THC marijuana buds are essentially bred for this group. It was Graham Greene who first described living with physical depression as 'boredom'; he didn't have buds and bongs but managed his rushes through Russian roulette -- until he found fame. A couple of presidents behaviors reflect the need for the thrill-seeking population to constantly increase danger through high risk activities -- including increasing the risk of 'getting caught'-- to get the rush. Yet, could imagine someone occupying the Oval Office to earnestly tell a young intern pal that his life was 'boring'? But it was a predecessor who best exemplifies how the need to experience the breadth and depth of dangerous pursuits makes a thrill-seeker unsuited for high office. Time to place the energy drink phenomenon in a bigger context.

Posted by Been There on 19 Sep 08 12:11 PM EDT
Keep on 'em CSPI! If there was a way for the alcohol industry to bottle crytal meth in booze so kids would stay awake longer to drink more, they would. Anyone following the ad tactics of this industry will come to the conclusion that they simply cannot be trusted. CSPI needs to be there- support CSPI.

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