America is going loco (crazy) for the Four Loko alcoholic energy drink.
College students have been consuming this blend of alcohol, caffeine, taurine, and guarine (hence the “Four” in Four Loko) at a rate as if it’s going to disappear. Well, the disappearing act is EXACTLY what’s going on. As of November 19th, 2010 the New York State Liquor Authority is banning the drinks sale and distribution. Any retailer found selling Four Loko in NY, must provide proof that their stock was ordered before the deadline, or face serious charges.
So why is New York State against the product?
Although there are other similar products on the market (Joose, Tilt, and Sparks to name a few), the drinks rise in market share has made it the “face” of the issue. The drink has been the subject of recent controversy because of college campuses reporting injuries and blackouts due to it’s use. The caffeine’s contradictory effect on the alcohol effect being the culprit. This led Senator Chuck Schumer (D-NY) to lobby the Obama Administration stating that “the combination of caffeine and alcohol endangers the youth of the nation.”
Washington, Michigan, Utah, Oklahoma, and Connecticut have also banned the drink. The Food and Drug Administration has begun involvement by declaring high-alcohol, caffeine rich beverages a public health risk.
Although Four Loko’s manufacturer, Phusion Projects, has agreed to remove caffeine, guarana, and taurine from the product, the future of all alcoholic energy drinks remain to be seen.
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