It’s been a few years since we’ve really heard about Four Loko, the alcoholic malt beverage that was once highly scrutinized for mixing caffeine and booze and for allegedly marketing to minors. To be honest, outside of this halloween costume from a couple years ago, we didn’t even know the stuff was still around. But today we see that the makers of Four Loko have reached a deal with the attorneys general of 19 states and the City Attorney of San Francisco to make sure its advertising and marketing is targeted at adults. [More]
The men who created Four Loko are exactly who you would expect to bring such a strong caffeine-infused booze confection into the world: former frat boys from a large midwestern university who attended college when Red Bull and vodka was king. After a few false starts, their company, Phusion Projects, briefly owned the caffeinated alcohol market, and because of that success got the kind of brand recognition that no company wants.