A Walk Down Memory Lane: The Rise and Fall of OG Four Loko
Launched by Phusion Projects in 2005, OG Four Loko was originally envisioned as an “energy beer,” combining a potent malt liquor base with stimulants. While its initial reception was slow, the company made strategic changes in 2008 that catapulted the product to infamy. They increased the can size to a 23.5-ounce "tallboy" and doubled the alcohol by volume (ABV) from 6% to 12%. Paired with its vibrant, eye-catching camouflage packaging, this revamped formula created a sensation among young drinkers seeking a cheap and powerful buzz. This era, affectionately and infamously known as the “blackout in a can” period, cemented the beverage's place in early 2010s college culture. The potent combination of depressants (alcohol) and stimulants (caffeine, guarana, taurine) masked the intoxicating effects, leading to reports of reckless behavior, alcohol poisoning, and even fatalities.
The Dangerous Ingredients of the Original Brew
What exactly was in the original brew that made it so volatile? The name "Four Loko" referred to the four key ingredients that made up its recipe.
- Caffeine: A powerful stimulant that gave drinkers a feeling of alertness, masking the depressant effects of the high alcohol content. One can contained about as much caffeine as a tall coffee.
- Taurine: An amino acid commonly found in energy drinks, believed to boost energy levels and athletic performance.
- Guarana: A plant-based stimulant from South America that added another layer of caffeine to the mix.
- Wormwood: Interestingly, the initial 2005 recipe included wormwood, the botanical ingredient famously associated with absinthe. This was quickly dropped in 2008 in favor of increasing the alcohol content.
The Impetus for the Ban
The downfall of OG Four Loko was swift and public. Widespread media attention highlighted multiple incidents of alcohol poisoning and blackouts involving college students. This led to a wave of state-level bans, starting with states like Washington, Michigan, and Utah. Eventually, the FDA stepped in. On November 17, 2010, the agency declared that adding caffeine to alcoholic beverages was an “unsafe food additive”. This ruling effectively ended the era of caffeinated Four Loko. Phusion Projects responded by voluntarily removing the stimulants from its products, reintroducing a reformulated, caffeine-free version in January 2011.
OG vs. New Four Loko: A Comparison
| Feature | OG Four Loko (Pre-2011) | New Four Loko (Post-2011) |
|---|---|---|
| Key Ingredients | High alcohol (12% ABV), caffeine, taurine, guarana, sugar | High alcohol (variable ABV), sugar, natural and artificial flavors |
| Caffeine | Present in significant amounts | None |
| Primary Effect | Combustible "drunk but awake" sensation | Standard alcohol intoxication |
| Safety Concerns | High public health concern due to masking effects of caffeine | Standard concerns associated with high-ABV malt beverages |
| Popularity | Peaked in the late 2000s; highly controversial | Retained niche popularity but lost its unique edge |
| Availability | Banned from sale; collectible cans appeared on a black market | Legally available in most states with varying ABV |
The Legacy of the Original
The ban on OG Four Loko did not eliminate the beverage from public memory. Instead, it created a lasting mystique. A black market for remaining original cans emerged, with collectible versions selling for high prices online. The story of the ban became a cautionary tale and a pop culture reference point for a generation. While the reformulated version continues to be sold today, it lacks the original’s notorious, and dangerous, appeal. The company shifted its focus, launching new product lines and even a record label, but the legend of the "blackout in a can" remains a powerful piece of its brand history. For more on the history of this product and its impact, check out this oral history of Four Loko by Grub Street.
Conclusion: The End of an Era
OG Four Loko was more than just a drink; it was a phenomenon that perfectly encapsulated a specific cultural moment. Its mixture of high alcohol content and powerful stimulants created a uniquely hazardous experience that ultimately led to its undoing. The FDA's intervention served as a crucial public health measure, putting an end to a product that had caused serious harm. While the modern version is a far cry from its infamous predecessor, the story of OG Four Loko serves as a potent reminder of the dangers of combining alcohol and caffeine and the lasting impact a single product can have on pop culture and public health.
