The Controversial Rise and Fall of the Original Four Loko
Before its dramatic overhaul, the original Four Loko was a cultural phenomenon. Founded by three Ohio State University graduates in 2005, the drink was initially a tamer 6% ABV product. However, by 2008, Phusion Projects had ramped up the formula, increasing the alcohol by volume significantly and adding the now-infamous combination of caffeine, guarana, and taurine. This potent mix, packaged in a brightly colored, 23.5-ounce can, was cheap and highly effective at producing rapid intoxication, making it a favorite among college students.
The appeal lay in the deceptive nature of the beverage. The caffeine masked the depressive effects of the alcohol, allowing drinkers to feel more alert and less inebriated than they actually were. This led many to consume far more alcohol than they could safely handle, contributing to dangerous binge drinking episodes, injuries, and even deaths. The Centers for Disease Control and Prevention (CDC) reported that individuals who consumed alcohol mixed with caffeinated energy drinks were at a much higher risk for binge drinking, alcohol poisoning, and other related health incidents.
The Federal Crackdown and Company Response
Concerns over the dangers of the original Four Loko mounted throughout 2010. Colleges across the country, such as Central Washington University and Ramapo College, began banning the drink after student hospitalizations were linked to its consumption. State governments followed suit, with Washington, Michigan, and New York all moving to ban the product. The situation culminated in November 2010, when the U.S. Food and Drug Administration (FDA) issued warning letters to Phusion Projects and three other manufacturers of caffeinated alcoholic beverages. The FDA deemed caffeine an "unsafe food additive" in these products, setting the stage for a nationwide ban if the companies did not comply.
Facing intense regulatory and public pressure, Phusion Projects announced on November 17, 2010, that it would voluntarily reformulate its products to remove caffeine, taurine, and guarana. This decision, made just ahead of the impending FDA ruling, effectively ended the production of the original formula. In a surreal display of its cultural impact, fans mourned the drink's passing, with some holding mock vigils in cities like New York.
Life After the Ban: The Reformulated Four Loko
The new, uncaffeinated Four Loko was reintroduced to the market in January 2011. The reformulation significantly altered the product's identity, transforming it from a controversial alcoholic energy drink into a flavored malt beverage similar to many others on the market. The new cans retained the high alcohol content, but without the stimulant-depressant cocktail that had defined the original product and drawn so much scrutiny. Phusion Projects' reintroduction strategy focused on expanding its flavor offerings and distribution, aiming to regain its footing in the market under a new, safer image.
This new chapter hasn't been without its challenges. The new Four Loko lacks the same infamous reputation, but it remains a strong seller, particularly among college-aged consumers drawn to its potent ABV and low cost. The company has also continued to innovate, introducing different product lines like Four Loko Pregame shots in 2020 and various seltzers. The original version, however, remains a legendary, and dangerous, piece of beverage history, with a robust black market emerging briefly for unsold old stock.
Original Four Loko vs. New Four Loko
| Feature | Original Four Loko (Pre-2011) | New Four Loko (Post-2011) |
|---|---|---|
| Key Stimulants | Caffeine, Taurine, Guarana | None |
| Primary Effect | Alcohol intoxication masked by stimulant effects | Standard alcohol intoxication |
| Key Concern | Dangerous combination of stimulants and depressants, high risk of binge drinking | Standard risks associated with high ABV alcohol consumption |
| Availability | Banned from sale nationwide in 2010 | Widely available in many countries and US states |
| Packaging | Brightly colored, camouflage-style tallboy cans | Similar can design but with different product labeling |
Repurposing the Leftover Brew
One of the most interesting footnotes in the Four Loko saga is what happened to the millions of unsold cans of the original formula. Rather than disposing of the product in landfills, Phusion Projects partnered with environmental services companies to repurpose the beverage. The liquid was separated from the cans and distilled into ethanol, which was then used as fuel. The cans and other packaging materials were also recycled, providing a somewhat unconventional, yet environmentally sound, end for a beverage defined by controversy.
Conclusion: The Legacy of the Blackout in a Can
The removal of caffeine from Four Loko marks a significant turning point in the history of alcoholic beverages. Driven by extensive public outcry, federal regulation, and alarming reports of health incidents, the beverage industry was forced to reckon with the dangerous combination of alcohol and stimulants. While the reformulated Four Loko continues to thrive as a high-ABV malt beverage, it exists as a shadow of its original, more dangerous self. The story of what happened to the original Four Lokos serves as a cautionary tale about the potent mix of marketing, youth culture, and public health concerns, and highlights the effectiveness of regulatory action when a product is deemed unsafe for consumption. The original "blackout in a can" may be gone, but its legend and lessons endure.
Keypoints
- Mandated Reformulation: The original Four Lokos, containing caffeine, taurine, and guarana, were forced off the market by federal regulators in November 2010 following an FDA warning that these stimulants were unsafe food additives in alcoholic beverages.
- Health and Safety Risks: The combination of alcohol (a depressant) and caffeine (a stimulant) was deemed dangerous because the caffeine masked the perception of intoxication, leading drinkers to consume more and engage in high-risk behaviors.
- Campus and State Bans: Before the federal crackdown, universities and states had already begun banning the sale of the original Four Loko due to numerous reports of hospitalizations and alcohol poisoning incidents among students.
- New, Uncaffeinated Version: Phusion Projects, the manufacturer, voluntarily removed the controversial ingredients and relaunched a new, caffeine-free version of Four Loko in early 2011, shifting its product category to a simple flavored malt beverage.
- Cultural Legacy: The brief era of the original Four Loko cemented its place in pop culture, with its withdrawal from the market mourned by some fans and leaving a lasting impression on the drinking consciousness of its time.
- Environmental Repurposing: Millions of unsold cans of the original caffeinated formula were repurposed into ethanol fuel, with the cans and other packaging materials also being recycled.
FAQs
Q: When was the original Four Loko banned? A: The official crackdown occurred in November 2010. Facing an FDA warning that deemed caffeine in alcoholic beverages unsafe, the manufacturer voluntarily agreed to remove the stimulants and pull the product from shelves.
Q: Why was the combination of alcohol and caffeine so dangerous? A: The stimulant effects of caffeine masked the depressant effects of alcohol, making drinkers feel less intoxicated than they actually were. This often led to excessive drinking, a higher risk of alcohol poisoning, and other related health problems.
Q: What were the original four ingredients in Four Loko? A: The name "Four Loko" referred to the original combination of four main ingredients: alcohol, caffeine, taurine, and guarana. An even earlier version briefly contained wormwood.
Q: Can you still buy caffeinated Four Loko? A: No, the caffeinated version of Four Loko is no longer legally sold in the United States. Following the 2010 FDA warning, the company changed its formula and has only produced uncaffeinated versions since.
Q: What happened to the old Four Loko inventory after the ban? A: Unsold cans of the original formula were sent to recycling facilities, where the beverage was distilled into ethanol to be used as fuel. The cans and other packaging were also recycled.
Q: How is the new Four Loko different from the original? A: The new Four Loko lacks the stimulants—caffeine, taurine, and guarana—that were present in the original formula. While it retains a high alcohol content, it no longer has the same deceptive energy-boosting effect.
Q: Is Four Loko still popular today? A: Yes, Four Loko remains a popular product, particularly among younger consumers. The brand has expanded its product line significantly with new flavors and types of beverages, but it does not have the same controversial, notorious reputation as the original formula.
Q: Did the FDA ban all caffeinated alcoholic drinks? A: Yes, the FDA's November 2010 warning effectively banned all pre-mixed caffeinated alcoholic beverages, not just Four Loko. Other similar products were also forced to reformulate or were pulled from the market.
Q: Was there a black market for the original Four Loko? A: Yes, following the announcement of the reformulation, a short-lived black market emerged. Fans and opportunistic sellers stockpiled and sold the original cans at inflated prices online and through informal channels.
