Sparks (drink)

Sparks

Type	Malt beverage/Energy drink
Manufacturer	Steel Brewing
Country of origin	United States
Introduced	2002
Proof (US)	12
Color	FD&C Yellow No.5
Variants	Sparks Light, Sparks Plus, Sparks Red, Sparks Lemon Stinger, Sparks Blackberry
Related products	Budweiser energy drink, Red Bull, Tilt, Four, Joose
Website	http://www.sparks.com

"Sparks was the innovator and creator of energy beer. The category didn't really exist before Sparks came out."

Sparks is an alcoholic beverage that debuted in the US market in 2002. The original formulation contained caffeine, one of the first alcoholic beverages to do so. Its other original active ingredients included taurine, ginseng and guarana, common to energy drinks.

Packaged in a can, its labeling states a 6% alcoholic content by volume. Its flavor is similar to other energy drinks such as Red Bull, Monster Energy, and Rockstar, with a tart, sugary taste.

Sparks' current formulation does not contain caffeine or taurine. It is packaged in 16oz silver cans with bright orange tops, with a "+" printed near the top and a "-" printed near the bottom, intended to be reminiscent of a battery. Other varieties include a sugar-free "Sparks Light" version with a bright blue top. Higher alcohol versions, named "Sparks Plus" (black top, 7% alcohol), "Sparks Red" (red top, 8% alcohol), and "Sparks Stinger" (yellow top, 8% alcohol) are packaged in both 16oz and 24oz cans.

Created in 2002 by San Francisco-based beverage marketing firm McKenzie River Corporation, early marketing relied on word of mouth primed by giving away large quantities of the beverage. Between 2003 and 2005, it had a 107% compound annual growth rate.

On August 14, 2006, Miller Brewing Company announced it had completed the purchase of Sparks from McKenzie River Corp. for $215 million cash. Miller had been producing Sparks prior to this purchase. It is currently producing it under the Steel Brewing Company label of Milwaukee, Wisconsin.

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Wikipedia