Four Loko, a new “malt beverage” has made way its impact across college campuses. The 23.5-ounce cans carrying 12% alcohol by volume, sold for roughly $3 are stirring controversy in the media. College students have gravitated toward these cheap drinks as a means to get drunk. Their efforts are not going unnoticed as a laundry list of colleges have reported students being hospitalized or even dying by the consumption of these drinks.Four Loko, created by two Ohio State students in 2005 coined the catchy drink’s name based on its four primary ingredients: alcohol, caffeine, taurine, and guarana. The reason the drink is stirring such controversy are not only the deaths that it has caused, but also the excessive amounts of caffeine it contains. The Week reports “doctors say Four Loko's caffeine masks its alcoholic effects, leading drinkers to consume more than they normally would.” In turn, consumers are battling to find their limits and thereby blacking out.
Although the drink has made headlines from 2007-2009, my first encounter of it was here at SMU. Initially, like most college freshman you take what you get. Thankfully, I never became a fan and didn’t go through the struggles that other students have faced as a result of consuming Four Loko. Like anything else done in excess, there is a price to pay.
Four Loko’s producers justify their product by stating they provide several warnings on the can advising consumers that it is in fact an alcoholic beverage. Furthermore, in a recent letter to over 300 college presidents, the producers express their willingness to provide financial support for programs to curb alcohol use. I do find it appropriate that Phusion Projects, the makers of Four Loko, have responded to the outcry. Without a response it would appear the company knows they are at fault. In the same vein though, I don’t honestly think they are the ones to blame. In reality, the company is just marketing a product. Students in this case, are going crazy over it given the price and its effects. So who is at fault? The students.
Many people would disagree with my claim by comparing the contents of the can with similar beverages. In support of my comment, I would encourage those who disagree to peruse past Facebook statuses regarding Four Loko. Some of my friends’ posts revolved around rejoicing over the fact they managed to get more Four Loko before it is banned in Texas, or even better, turning beer pong into Four Loko pong. With that said, is it really the drink or is the consumer’s dying need to feel its effects?
To Four Loko fans: watch out, as theses drinks are quickly being banned in various states across the country. Do keep in mind that moderation is key in this case or a visit to the hospital will be in order.
