We can learn a lot from this Jakk’d label:

1. It is one of very few that mentions the amount of caffeine on the label. This is probably a good thing. It is hard to imagine a good argument for disallowing a short, plain statement as to how much of a powerful psychoactive substance is in the beverage you are about to consume. This product has 75 mg. of caffeine per bottle, according to the label. It might be even better if the label used an icon or other simple statement to show that this is roughly equivalent to a cup of coffee.
2. According to box 19, the brand name does not refer to anything nefarious, and instead refers to the name of the company’s founder, and other good things like “cool,” “thorough enjoyment,” and “being pumped about the greatness of this drink.” TTB is not so sure, and noted that “The brand name remains under review.”
3. This is a rare spirits label with an FDA-style ingredient list.

Jakk’d is made in Temperance, Michigan.

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This Sparks label may well be the label that ignited a big controversy, coming to a boil eight years later. As near as we can tell, it is the first or one of the very first label approvals showing the direct addition of caffeine. Since then, TTB has approved hundreds or thousands of labels with a similar caffeine-alcohol combination as per this list, as explained by TTB here. Beginning about two years ago, CSPI began vigorously challenging caffeine-alcohol combination, and then the states and the FTC jumped in. In November of 2009 FDA said the drinks probably should not be allowed. Caffeinated Sparks is gone, but the controversy burns on.

Holty’s Cyclone is a much earlier approval, and contains at least two sources of caffeine — but it does not have the directly-added caffeine that makes the 2001 Sparks approval noteworthy. Holty’s is beer with added ginseng, guarana and kola nut. It is quite amazing that Holty’s has an image of a doctor examining the beer and seeming to approve, along with a reference to Dr. Holty. It is also surprising that the product lacks anything resembling a modern statement of composition. The terms are all over the place, from lager to herbs to the stimulants.

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Controversy in a cup. This little shooter raises a lot of TTB issues. First of all, it’s a gel-shot and those can be controversial from time to time. Next, it is technically a wine but it has added spirits — in the form of citrus neutral spirits (vodka, for all intents and purposes) and flavors. But wait, there’s more. It contains caffeine. It contains taurine. And … it contains added vitamins, in the form of Vitamin B6 and B12 (pyridoxine and cyanocobalamin).

Not too surprisingly, this 2006 gem of an approval is also “surrendered” (see about halfway down the form).

As of this writing, TTB does not allow vitamins to be directly added to beer, wine or spirits. Until recent months, TTB allowed vitamins to be added so long as their was no direct reference to the vitamins on the label or in advertising. TTB is at the early stages of developing regulations related to alcohol beverages containing vitamins, minerals and caffeine.

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You can Google “energy vodka” or “energy beer” and find millions of links in each case. But you won’t find much by way of references to “energy” on TTB-regulated labels. TTB seems to be dead-set against allowing this term, almost without regard to the context. Edison Light Beer illustrates this. The product does not even contain caffeine or other stimulants. The label does, however, make a passing reference to “energy,” saying:  “Edison brings new energy to light.” Or at least it did. TTB banished the term in this March 2007 temporary approval. By the time of this March 2008 replacement approval, Edison’s energy was dissipated without a trace.

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TTB has been allowing caffeine in alcohol beverages since the day it became TTB, and ATF allowed it for decades prior. At first, it was most often found in things like coffee liqueur.

Then it jumped to beer about eight years ago (with this Sparks label that seems to be the earliest beer with caffeine approval, and one of the first with directly added caffeine — in beer, wine or spirits).

Well it took a while, but our favorite alkaloid has finally made the jump to wine. So far, we find at least four wines with clear evidence of caffeine. They are:

• Cafe Lue Orange Wine with Coffee
• Chang Rai Green Tea Wine
• Charbay Aperitif Wine with Tea Leaves
• P.I.N.K. Sake with Caffeine

Somehow I don’t imagine the skateboard crowd getting crazy with Charbay Aperitif Wine or P.I.N.K. Sake. A list of more than sixty approvals, for alcohol beverages with caffeine, is here.

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TTB is not likely to allow anything labeled as “energy beer” anytime soon. But that doesn’t mean there is any shortage of beer tinged with caffeine. Notwithstanding the demise of Sparks and Tilt, there is a big upsurge in beers with added caffeine, guarana, tea, yerba mate — and coffee. Today, coffee.

Pipeline Porter is made with 100% Hawaiian Kona Coffee according to the label.

Joe is brewed with coffee, by Philadelphia Brewing Company of Philadelphia, Pennsylvania.

Yeti is stout aged on oak chips with coffee added. The front label pretty much suggests serving it with breakfast.

None of these labels mention energy, stimulants, caffeine, or the amount of caffeine, so the consumer is left to guess. My grandpa Joe never dreamed of beer mixed with coffee or any other alcohol beverage that would perk him up.

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It’s a wonder that Red Bull (of Austria) has not yet come out with with an alcohol beverage. It would be likely to be a smash, in that the product is so very popular as a mixer.

Perhaps things are going so well with the energy drink that there is no need to mess with it. But more likely, these two products beat the Austrians to the punch. Miller Brewing Company has approvals for Red Bull Malt Liquor going back at least as far as the early 1980s. Likewise, Majestic Distilling has approvals for Red Bull Vodka going back to 1990 or so.

This Dog Style Vodka is one of the few TTB products to make explicit reference to the famous energy drink.

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Not content with simply adding coffee flavor to vodka, Vincent Van Gogh went further, all the way to “Double Caffeine.” Not so long ago, it was not clear that TTB would allow caffeine to be added to alcohol beverages, let alone to double it up and proclaim it on the label.

Van Gogh coffee flavored vodka is one of about 18 flavored vodkas made in Holland and imported by Luctor International of Orlando, Florida. The other caffeinated spirit above is Volta. It is Vodka Infused with Caffeine, Guarana, Taurine & Yerba Mate, made by White Rock Distilleries of Lewiston, Maine.

Van Gogh Double Espressso is easy to find at retail, but Volta is less easy to find. All the extra caffeine may have gotten this retailer a bit over-excited; IWS describes it this way:

Double Intensity. Experience the finest tradition of Venice with the high art of great taste. … Delivers a wealth of flavor for those who expect more from their coffee – powerful yet sophisticated, with the stronger and richer character demanded by the espresso lover’s highly developed palate. Here is all the smooth brilliance of great caffé, in the only FDA-approved vodka on the market today with the bold touch of double caffeine.

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TTB is unlikely to allow “Beer with Vitamins” anytime soon. And yet every couple of months, we hear a report of another “beer with vitamins.” Most often, it’s based on flimsy evidence. But every now and then, something very close or on the mark will turn up.

Stampede Light (above) shows a beer sometimes purported to contain vitamins. The approved labels don’t mention vitamins. But the advertising strongly hints that this beer contains added vitamins. The website (as of March 2009) refers to doctors, vitamins, health, and shows a person doing one-handed pushups. It probably went much further, before 2007. Forbes reports that Larry Schwartz:

launched Stampede in November 2005 by marketing it as “beer with horsepower” and trumpeting its added vitamins in print ads and radio spots in Texas–and on his MySpace page. A short time later he received a letter from the Alcohol & Tobacco Tax & Trade Bureau, part of the U.S. Treasury Department. The TTB says health-related claims made by alcoholic drink manufacturers must be verifiable and balanced with revelations about the health risks of excessive alcohol consumption.

Schwartz … who has racked up $100,000 in legal fees while negotiating with the TTB, hopes below-the-radar marketing tricks will give Stampede a boost–and keep him out of trouble.

For example, it looks as if Mr. Schwartz has retained a certain actress to say what he’d better not say.

We did find another brand — with clear evidence of added vitamins, right on the approved front labels. But before setting off any more false alarms about beer with vitamins, we hasten to add that these approvals are not recent, and their current status is “surrendered.”

TTB is at the early stages of developing regulations related to alcohol beverages containing vitamins, minerals and caffeine.

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A few weeks ago we wrote about Recession Red table wine. We were sort of hoping we would have no reason to revisit this woeful topic anytime soon. And yet the markets have continued to shrivel, and so, not surprisingly, a significant number of alcohol beverage companies have picked up on this theme.

Broke Ass Red Wine (above) is made in Argentina and imported by USDP of Minnesota. On the right, the Bailout Bitter Ale says:

A hoppy golden ale with recession fighting properties. … A bitter ale for bitter times.

We have trouble discerning a health claim in these words. And yet, the applicant felt compelled to state (at box 19):  “The brewery certifies that it is absolutely not making any representation on health benefits on this … product.”  An important clarification, we think — just in case the public might think the ale could cure athlete’s foot or the ailing world economy. Bailout Bitter is made in Canada and imported by KIAI of Atlanta.

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