Sparks drink soon to lose its caffeine

MILWAUKEE — MillerCoors LLC announced Thursday 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.

The MillerCoors settlement includes the attorneys general of Arizona, California, Connecticut, Idaho, Illinois, Iowa, Maine, Maryland, Mississippi, New Mexico,

New York, 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.

MillerCoors noted that labeling and all formulas for Sparks had been approved by the federal Alcohol and Tobacco Tax and Trade Bureau. It said it marketed the drinks only to legal drinking-age consumers.

MillerCoors President and Chief Commercial Officer Tom Long said in a statement the changes mean the company can keep marketing and selling the brand to legal drinkers.

"We are always willing to listen to societal partners and consider changes to our business to reinforce our commitment to alcohol responsibility," Long 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.