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The Honolulu Advertiser
Posted on: Friday, December 19, 2008

MillerCoors agrees to remove stimulants from Sparks drink

By Emily Fredrix
Associated Press

Hawaii news photo - The Honolulu Advertiser

MillerCoors LLC announced yesterday it will remove caffeine and three other ingredients from Sparks in a deal with 13 states and the city of San Francisco, which had contended the drink targeted young drinkers.

REED SAXON | Associated Press

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MILWAUKEE — MillerCoors LLC announced yesterday it will remove caffeine and three other ingredients from its Sparks alcoholic energy drink in a deal with 13 states and the city of San Francisco, who had contended the drink targeted young drinkers.

A coalition of state attorneys general had complained the stimulants reduced drinkers' sense of intoxication and were marketed to young drinkers, who were already more likely to have risky behaviors in driving and other activities.

Attorneys general and advocacy groups have long been targeting MillerCoors, a joint venture of SABMiller's U.S. unit and Molson Coors Brewing Co., and market-leader Anheuser-Busch due to the making and marketing of such drinks.

As part of the agreement, MillerCoors agreed to remove caffeine, taurine, guarana and ginseng from Sparks, the leader in the alcoholic energy drink category, and not produce caffeinated alcohol beverages in the future. The company also will pay $550,000 to cover the cost of the investigation into Sparks. The agreement does not mean the company was found to have engaged in unlawful behavior.

"They are fundamentally dangerous and put drinkers of all ages at risk," New York Attorney General Andrew Cuomo said in a statement of the drinks. "Today's agreement will ensure that from here on out, these drinks are kept off New York shelves and away from New York consumers."

The MillerCoors settlement also includes the attorneys general of Arizona, California, Connecticut, Idaho, Illinois, Iowa, Maine, Maryland, Mississippi, New Mexico, Ohio and Oklahoma and the city attorney of San Francisco.

The money will be split between the states and San Francisco, MillerCoors spokesman Julian Green said.

St. Louis-based Anheuser-Busch said in June it would reformulate its Tilt and Bud Extra drinks to remove the stimulants as part of a settlement with 11 attorneys general.

Groups say these drinks target young drinkers, even those underage, because those consumers are already drawn to highly caffeinated drinks like Red Bull.

As part of the agreement, MillerCoors will sell through its remaining Sparks products and stop making them by Jan. 10.

Green said the company will then start brewing the new formula.

Marketing of the brand will also change, the agreement said. The company must also eliminate all references in advertising to caffeinated formulations and not promote Sparks as a mixer for caffeinated drinks. It will remove the plus and minus symbols — which evoke a battery — found on the blue and orange cans for the product.