Years ago, when people heard the term “energy drink” their nose would wrinkle, their eyes would squint and they would let out a little, “Huh?”.  People didn’t get it.  Found in places like truck stops and 7-11’s, energy drinks were seen as: strange and harmful, basically liquid crack.  Fast forward half a decade and all of a sudden energy drinks have become a major part of the beverage sector.

With brands like Red Bull, Rockstar and Sobe collectively doing more than a billion dollars in sales last year, energy drinks have become part of mainstream society.  And now Miller Brewing Co. has thrown in their hat by purchasing McKenzie River and their line of energy drink/malt beverages known as Sparks.

Bars have been one of the greatest beneficiaries of the energy drink explosion.  Mixing energy drinks with vodka, Jagermeister or tequila has become a favorite of both consumers and bar owners.  Consumers love the idea of drinking all night long and never getting tired.  Bar tenders love the drinks because they make huge margins on every can of energy drink they sell.

Sparks was one of the first malt beverages that contained ingredients found in energy drinks.  The beverage is enormously popular amongst young men and women who are looking to get a boost and a buzz all in one.  The Sparks line is incredibly convenient, since there is no mixing involved.  Simply pop the top of an ice cold can and enjoy the sweet, sugary flavor that will keep you up all night and make every woman at the party look like a 10.

Having been a college student when the energy drink craze hit I’m aware of both the benefits of energy drinks and alcohol.  Personally I used to drink the energy drinks before tests and the alcohol afterwards.  I’ve found that this order seems to work the best.  Many of my friends tried it vice-versa, let’s just say it didn’t work out to well for them.

The deal should be a big winner for the Miller Brewing Co.  Miller has been brewing and distributing the Sparks line of beverages for the past few years, and are therefore the foremost expert on the growth of the brand.  The deal ensures that Sparks remains a part of Miller, and that A-B (rumored to have been interested in acquiring the brand) doesn’t get their hands on another up and coming brand.