Four Loko: Fact VS Fiction

Fiction – Four Loko contains caffeine, guarana and taurine.

FACT – Phusion Projects voluntarily reformulated Four Loko and all of its products in November 2010 to remove caffeine, guarana and taurine.

Fiction – Four Loko is banned across the United States.

FACT – Four Loko is sold in 48 states. It is available in more states today than it was before the reformulation.

All of Phusion’s products, including Four Loko, have received all required federal and state government approvals.

Fiction – Four Loko is marketed to underage consumers.

FACT – We work with our distributors to place our responsible drinking materials at the point-of-sale, and we prominently feature these materials on our website: http://phusionprojects.com/responsibility.html

Four Loko can labels feature six different statements in 10 locations regarding the alcohol content and the need for an ID for purchase.  In 2013, if approved by the Alcohol and Tobacco Tax and Trade Bureau, Four Loko can labels will include additional alcohol content information.

Our labels and marketing materials clearly state our message: If you’re 21 or older and choose to drink, please drink responsibly. If you’re under 21, respect the law and don’t drink.

Fiction – Four Loko flavors are intended for underage consumers.

FACT – Four Loko is intended for and appeals to adults of legal drinking age.  Flavored alcoholic beverages with fruity flavors are nothing new. There are many other malt beverages with flavors similar to Phusion’s products (e.g., iced teas and lemonades), as well as fruit flavored spirits (e.g., bubble gum, cake, cherry, grape and whipped cream) and craft beers (e.g., apricot, blueberry and cherry).

Fiction – Four Loko’s bright packing is aimed at underage consumers.

FACT - Four Loko’s packaging does not contain any statements or graphics that are deceptive or intended to attract underage consumers. Phusion’s cans are no brighter or more appealing than the blue, red and green can labels of established beer brands, and our cans are the same size as these products, which are very often sold next to Four Loko.

Fiction – Four Loko is easily confused with non-alcoholic beverages.

Fact – We work hard to ensure our products are always placed in the alcohol section of the store and we instruct all of our distributors to do the same.

With six different statements in 10 locations regarding the product’s alcohol content and the need for an ID for purchase, Four Loko cans go above and beyond industry labeling standards.

An additional alcohol content label statement will be added in 2013, if approved by the Alcohol and Tobacco Tax and Trade Bureau.

Fiction – Four Loko encourages binge drinking because of the package size.

FACT - At 23.5 fl. oz., Phusion’s cans are the same size as many other beers and malt beverages and are not the largest package in the industry.

In 2013, Phusion plans to introduce a new, resealable can for some of our flavored malt beverage products, such as our current 23.5 ounce, 12 percent and 8 percent ABV Four Loko.

Our recent introduction of Poco Loko, in 16 ounce cans with 8 percent ABV, gives consumers even more options in how they may choose to enjoy our products.

Fiction – Four Loko encourages binge drinking because the can cannot be resealed.

FACT – Phusion plans to introduce resealable cans in 2013, which will give consumer more flexibility in the way they choose to enjoy our products. Nonetheless, many products with similar alcohol-by-volume (ABV) levels and container sizes, such as craft beers and sparkling wines, cannot be resealed.

Fiction – Four Loko encourages binge drinking because of its alcohol-by-volume (ABV).

FACT – While stronger than some traditional beers, the ABV for Phusion’s products are comparable to or lower than the ABV for many craft beers and wines, and much lower than the typical, 40-percent ABV for spirits. In 2013, if approved by the Alcohol and Tobacco Tax and Trade Bureau, Four Loko can labels will include additional alcohol content information.  The 100 strongest beers available all range from 13% ABV to 41% ABV. Many are available exclusively in larger, 22 fl. oz., non-resealable bottles.

Fiction – Four Loko encourages binge drinking because it is inexpensive.

FACT – Four Loko is usually the highest-priced product in its category.

Fiction – Four Loko encourages binge drinking because of the price-to-alcohol ratio.

FACT – Equalizing the cost of alcohol products, Four Loko contains less alcohol per dollar than many beers, wines and spirits.

Fiction – Four Loko should be banned or regulated like spirits because it poses unique dangers.

FACT – As demonstrated, there are no “unique dangers” posed by Four Loko or other flavored malt beverages. Any alcoholic beverage can be abused and this reality reflects a greater societal challenge toward promoting responsible drinking.

Underage drinking and alcohol abuse are serious problems in need of serious solutions. They will not be solved by arbitrarily singling out specific products or an alcoholic beverage category.

The answer lies in increased education, stronger enforcement of existing laws, and personal responsibility.

We will continue to undertake and support efforts to ensure our products, and all alcoholic beverages, are used legally, safely and responsibly.

For further information: http://phusionprojects.com/responsibility.html

Comments are closed.