Is Sparks (Original Caffeinated Formula) Discontinued? What Happened?

Sparks was one of the first caffeinated alcoholic drinks to get real attention in the U.S. It launched in 2002 and stood out right away because it mixed alcohol with ingredients you would normally find in an energy drink — caffeine, taurine, guarana, and ginseng. The tall orange can with its bold, battery-style design made it look like nothing else on the shelf.

The drink was aimed at a nightlife crowd. The core version had about 6% ABV, which was higher than most people expected from something that looked so flashy and fun. That combination of alcohol and stimulants was a big part of the appeal — and later, a big part of the controversy.

In 2006, Miller agreed to buy Sparks and Steel Reserve from McKenzie River as part of a larger deal. By then, Sparks was one of the best-known names in caffeinated alcohol.

But the attention was not all good. Health advocates and state regulators argued that mixing alcohol with stimulant ingredients could make drinkers feel more alert than they really were. That, they said, made it easier to drink more and make worse decisions. Critics also took issue with the packaging, which they felt was designed to appeal to younger drinkers.

In December 2008, MillerCoors reached a settlement with 13 states and San Francisco. The company agreed to remove the caffeine, taurine, guarana, and ginseng from Sparks and to change the branding and marketing.

That was the end of the original formula. The brand kept going in a changed form, but the caffeinated version in the orange can — the one people actually remember — was gone by the end of 2008.

Sparks came before the Four Loko headlines, but it set the stage for what followed. Its rise and forced reformulation helped show regulators exactly where the caffeinated alcohol category was heading.