MillerCoors LLC will stop producing and marketing caffeinated alcoholic drinks, including the current formulation of its top-selling Sparks brand, under a settlement with more than a dozen state attorneys general.
The beer giant had come under fire from attorneys general and consumer-advocacy groups for allegedly targeting underage drinkers through its marketing of Sparks.
“Attorneys general from around the country are gravely concerned about pre-mixed alcoholic energy drinks because these products are dangerous and look and taste like popular non-alcoholic energy drinks,” Maine Attorney General Steve Rowe said in a prepared statement.
Today’s settlement specifically addresses concerns about the marketing of Sparks. Although MillerCoors denied acting improperly, it agreed to make some major changes. These include:
- Stop using images that imply power (battery-themed +/- symbols on the can) and that appeal to underage youth to market the product.
- Not renewing its contract with William Ocean (I’ll be doing a post on him soon), a MillerCoors-sponsored air guitarist who back flips onto an opened can of Sparks at his shows.
- Immediately discontinue the Sparks website.
- Reformulate Sparks brand products without caffeine or other stimulants and agreed not to produce any other caffeinated alcohol beverages in the future.
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