In 2010, few beverages were as infamous as the original Four Loko. What started as a popular malt liquor drink on college campuses quickly became a public health crisis that ended with a federal ban on caffeinated alcoholic beverages. But to understand the full story, we must look at the specific issues with the drink's original formula, marketing, and the consequences that followed its widespread popularity.
The Dangerous Combination of Ingredients
The original Four Loko was a potent and potentially lethal mix of high alcohol and a cocktail of stimulants. The "Four" in the name originally referred to its four main ingredients: alcohol, caffeine, guarana, and taurine. This combination of a depressant (alcohol) and stimulants created a perfect storm for dangerous and unpredictable outcomes.
The Problem with Mixing Stimulants and Depressants
- Masked Intoxication: The most significant issue was that the stimulants in Four Loko masked the depressant effects of the high alcohol content. Caffeine is a stimulant that increases alertness, while alcohol is a depressant that causes drowsiness and impairs judgment. By counteracting the signs of being drunk, the caffeine gave drinkers a false sense of sobriety, encouraging them to consume more alcohol much faster than they would otherwise.
- Increased Binge Drinking: This false sense of alertness led to excessive and dangerous binge drinking. Drinkers, particularly young, inexperienced ones, couldn't accurately gauge how intoxicated they were becoming. In many cases, this led them to consume unsafe amounts of alcohol quickly, with one can of the original formula being the equivalent of several beers and multiple cups of coffee.
- Serious Health Risks: The consequences were severe. Hospitals reported an increase in alcohol-related incidents among college students, and studies showed that people who consumed caffeinated alcohol were more likely to engage in high-risk behaviors. Incidents included alcohol poisoning, coma, heart problems, risky sexual behavior, and drunk driving.
Aggressive Marketing Tactics
Beyond the ingredients, critics pointed to Four Loko's marketing as part of the problem. The brightly colored cans and sweet, fruity flavors made the drink appealing to younger, and in some cases, underage drinkers. The marketing was accused of promoting binge drinking and deliberately targeting a youthful audience.
- Appealing to Younger Demographics: The packaging of the original Four Loko was visually similar to non-alcoholic energy drinks, creating confusion for consumers and raising concerns about underage access.
- Targeting College Campuses: The drink was aggressively marketed on college campuses, where stories of "blackouts" and wild parties only added to its legend.
- Lawsuit Settlements: The company, Phusion Projects, later faced multi-state lawsuits over deceptive marketing practices and settled with several state attorneys general in 2014. The settlement included a requirement for the company to restrict its marketing, banning them from promoting binge drinking or using college-specific promotions.
The Legal and Regulatory Crackdown
The combination of severe public health incidents and mounting pressure from regulators and politicians led to the demise of the original formula. This sequence of events culminated in the FDA's decisive action.
The FDA and State Bans
- FDA Warning Letters: In November 2010, the FDA sent warning letters to Four Loko and other similar product manufacturers, stating that caffeine in their malt beverages was an unsafe food additive.
- State-Level Action: Before the federal mandate, several states had already moved to ban the sale of caffeinated alcoholic drinks. The incident at Central Washington University, where nine students were hospitalized, was a catalyst for Washington state's ban.
- Phusion's Response: Faced with federal warnings and state-wide bans, Phusion Projects announced it would voluntarily remove the stimulants from its product in late 2010.
Comparing the Old Four Loko vs. the New Four Loko
| Feature | Old Four Loko (Pre-2010) | New Four Loko (Post-2010) |
|---|---|---|
| Key Ingredients | Alcohol, Caffeine, Taurine, Guarana | Alcohol, Natural/Artificial Flavors (NO Stimulants) |
| ABV | Typically 12% | Varies, but still contains significant alcohol |
| Energy Content | High due to stimulants | None from stimulants |
| Health Concerns | Masked intoxication, binge drinking, alcohol poisoning, blackouts | Risks associated with high-alcohol malt beverages, no added stimulant-related risks |
| Flavor | Often described as overly sweet and artificial | Reformulated flavors, still sweet and artificial-tasting |
| Market Reception | Meteoric rise followed by infamy; cult status post-ban | Less controversial; competes in the hard seltzer and malt beverage market |
The Aftermath and Legacy
Despite the removal of its controversial ingredients, the original Four Loko remains a cultural touchstone from the late 2000s, associated with a period of high-risk partying. The product's reformulation removed the dangerous stimulant combination, making it a standard high-ABV malt beverage. While still high in alcohol and sweet, it no longer carries the same masking risk.
Some fans of the original recipe mourned its passing, with some even attempting to sell the old cans on a black market. However, public health experts and regulators considered the change a necessary step to address a serious public safety issue. The Four Loko saga serves as a potent case study on the dangers of mixing alcohol and stimulants and the responsibilities of beverage manufacturers.
Conclusion
Ultimately, what was wrong with the old Four Loko was the perilous combination of high alcohol content and a masking blend of stimulants. This formula made it deceptively easy for drinkers to over-consume, leading to a rise in dangerous binge drinking, hospitalizations, and other public health crises. Regulatory pressure from the FDA and state authorities effectively ended the reign of the infamous "blackout in a can," forcing a reformulation that addressed the most dangerous aspects of its recipe. Today's version is safer, but the story of the original Four Loko remains a cautionary tale in the beverage industry.
For more information on the dangers of mixing alcohol and energy drinks, consult the Centers for Disease Control and Prevention's guidelines on the topic.
