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Four Loko

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Four Loko
TypeMalt beverage/Energy drink
ManufacturerPhusion Projects LLC,
Chicago, Illinois
Country of origin USA
Introduced2005
Proof (US)24
FlavorGrape (uva berry), Citrus, Fruit punch, Orange blend, Watermelon, Blue raspberry, Lemonade, and Cranberry lemonade, Lemon Lime
VariantsFour Loko, Four MaXed
Related productsJoose, Sparks, Tilt
Websitehttp://www.drinkfour.com , http://www.drinkfour.eu

Four is an alcoholic energy drink produced by Phusion Projects LLC of Chicago, Illinois, USA. The Four brand includes two variations, Four MaXed and the newer Four Loko. The company, Phusion Projects, also does business under the name Drink Four Brewing Company.[1] Four debuted in the US market in 2005. Four was first distributed in Ohio, within six months it was sold in Florida, California and Illinois. [2] Since 2005, Four has continually been sold in many additional states. Four was developed by three alumni of Ohio State University: Chris Hunter, Jeff Wright, and Jaisen Freeman.[2]

Product line

The drink is available in nine flavors: Citrus, Grape (Uva Berry), Fruit Punch, Orange Blend, Watermelon, Blue Raspberry, Lemonade, Cranberry Lemonade, and Lemon Lime. [1] It is sold in the US in a 23.5 oz aluminium can, as a caffeinated, alcoholic, malt beverage. Its alcohol content varies from state to state, ranging from 6% ABV in Indiana[2] up to 12.5% in Ohio.[3] It also contains carbonation, sugar, and natural and artificial flavoring, similar to other alcopops. The name "Four' is derived from its four main ingredients, caffeine, taurine, guarana, and alcohol.

In 2008, Phusion expanded the Four MaXed product line to the Netherlands and has sales distribution in other countries in the European Union. The EU version of Four MaXed, which is packaged in an 8.3 oz (250ml) glass bottle, contains Absinthe and is spirit-based instead of the US malt based version.

In its US market, Phusion Projects added a 23.5oz (695ml) beverage named Four Loko to its Four product line subsequent to the launch of Four Maxed. Four Loko contains 12.0%ABV. It is available in nine flavors:  : the three original flavors (fruit punch, orange blend and grape), plus watermelon, blue raspberry, kiwi strawberry, lemonade, cranberry lemonade and lemon lime. Watermelon Four Loko also contains FD&C Red #40.[4] In 2009, Four Loko ranked fourth in sales growth among alcoholic beverages at 7-Eleven stores nationwide. A can of Four costs approximately $2.50.[4]

Controversy

Several years ago, several US state attorneys general began active investigations of companies which produced and sold caffeinated alcohol beverages, on the grounds that they might be engaging in misleading marketing.[1] The attorneys general were also concerned that these drinks could pose health risks by masking feelings of intoxication.[5] Consequently, in December 2008, Anheuser-Busch, manufacturer of Tilt and Bud Extra, plus MillerCoors, manufacturer of Sparks agreed to reformulate their drinks.[1]

In 2009, smaller companies, such as Phusion fell under investigation because of their rise in market share.[1] On November 13, 2009, the US Food and Drug Administration warned Phusion and over two dozen other brewers and distillers whose drinks contained the “intentional addition of caffeine” that it was looking into the safety and legality of their beverages,[6] urged also by eighteen attorneys general.[7] These companies may be forced to discontinue products such as Four, unless they can prove that the addition of caffeine to alcohol is “generally recognized as safe.””[4] Phusion submitted a GRAS (generally recognized as safe) report for combining caffeine and alcohol to the FDA for its review.[citation needed]

Dangers

Four Loko is made from mixing a stimulant (caffeine) with a depressant (alcohol). When people combine the two, they tend to not feel the alcohol as much since the caffeine is keeping them more alert.[7] However, when the caffeine wears off, then the person feels the full effects of the alcohol. This often causes the consumer to drink more than they normally would because of the delayed 'drunk' feeling.[8]

A study done at the University of Florida in Gainesville, Florida found that students who mixed caffeine and alcohol tended to think they were capable of driving more often than those who drank non-caffeinated alcoholic drinks. [9]

In October 2010, nine Central Washington University students were hospitalized due to their consumption of alcohol, including (but not limited to) Four Loko beverages, at an off-campus party.[10]

Also in October 2010, The Ramapo College of New Jersey banned Four Loko on campus after seventeen students and six visitors were hospitalized.[11]

Alcohol Equivalency Calculations

Four Loko is a 24 oz beverage with an alcohol content of 12% alcohol by volume. One can of Four Loko therefore contains 2.88 oz of ethanol (24 oz x 0.12).

In comparison, one 12 oz can of Budweiser has an alcohol content of 5.0%. One can of Budweiser therefore contains 0.600 oz of ethanol (12 oz x 0.050).

Four Loko therefore has the alcohol equivalency of 4.8 cans of Budweiser (2.88 / 0.600). However, a 12 oz can of beer contains half as much volume of a can of Four Loko. Thus, per every 12 oz of Budweiser, there is 2.4 times as much alcohol.

To compare Four Loko to any other alcoholic beverage, simply use the following equation: 

  B = (2.88 / (V * A))

Where: 

  B = the number of beverages of the compared drink
  V = the volume of the compared drink (in oz)
  A = the alcohol content of the compared drink (expressed in decimal form eg. 5.0% is 0.050)

See also

References

  1. ^ a b c d e Hughlett, Mike (August 24, 2009). "Caffeinated alcoholic drinks stir up legal concerns". Chicago Tribune. Retrieved 29 May 2010.
  2. ^ a b c Schelle, Charles (April 14, 2006). "Horny, hyper and happy". The Ball State Daily News. Retrieved 29 May 2010.
  3. ^ Bryant, Steve (August 24, 2009). "Chi-based Malt Liquor Energy Drink Maker Investigated". NBC Chicago. Retrieved 29 May 2010. {{cite news}}: Italic or bold markup not allowed in: |work= (help)
  4. ^ a b c Beato, Greg. "Too Much Fun". Reason (April 2010).
  5. ^ Kesmodel, David (July 17, 2009). "Drinks With a Jolt Draw New Scrutiny". The New York Times. Retrieved 29 May 2010.
  6. ^ Hitti, Miranda (November 13, 2009). "FDA Eyes Caffeinated Alcoholic Drinks". WebMD Health News. WebMD. Retrieved 29 May 2010.
  7. ^ a b Goodnough, Abby (27 October 2010). "Caffeine and Alcohol Drink Is Potent Mix for Young". The New York Times. Retrieved 27 October 2010.
  8. ^ http://www.nydailynews.com/lifestyle/2010/10/19/2010-10-19_four_loko_an_alcoholic_energy_drink_is_banned_at_a_new_jersey_college.html
  9. ^ http://www.marininstitute.org/site/images/stories/pdfs/energydrinks_and_intoxication.pdf
  10. ^ 'Blackout in a can' blamed for student party illnesses
  11. ^ Economopoulos, Sofia. "New Jersey school forbids Four Loko". The Cavalier Daily. Retrieved 26 October 2010.
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