It obviously was targeted at the younger set, if its cartoonish Web site -- a portion of which is shown here -- is any indication.
That didn't set well with a lot of law enforcement types, and attorneys general from 25 states asked MillerCoors to keep its new caffeinated, alcohol-laced energy drink, off the market.
The product, Sparks Red, contains 8% alcohol. It was scheduled for an October 1 launch. The company said in a statement Friday that is will hold off on the debut even though it had said as late as Wednesday that it would proceed with the launch.
The attorneys general made the request because, they said, young people would be particularly vulnerable to the combined affects of caffeine and alcohol.
It should be noted that the federal government had earlier approved the Sparks Red formula.
The pullback seems to be a developing trend in the beverage industry. In June, Anheuser-Busch said it would reformulate its Tilt and Bud Extra brands to remove the stimulants they contain. The action was take as part of a settlement with 11 attorneys general who had objected to the drinks.
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