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
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.