One may recall the controversy towards the end of last year when alcoholic energy drinks such as Four Loko and Joose were in the media. Certain states went as far as to ban alcoholic energy drinks and in New York State, Senator Chuck Schumer called for such a ban to be put in place, which was discussed by CNN in November of 2010.

The FDA sent out warning letters to four companies that made alcoholic energy drinks that their products were unsafe and that they had 15 days to remove the caffeine from their beverages.

The companies did so and as a result local convenience stores no longer carry any sort of alcoholic energy drink except possibly those produced before the pseudo-ban that could still be for sale.

Phusion Products, maker of the well-known alcoholic energy drink, Four Loko, actually removed all caffeine content from their beverage in order to continue selling it in states such as New York. This hasn’t solved the problem with these large malt beverages because the “energy” or caffeine may be taken out of them, but they are still very alcoholic.

Four Loko no longer contains ingredients for energy such as caffeine, yet is still for sale and it is still a popular beverage. Why? Four Loko is sometimes known as blackout in a can. Four Loko cans (according to the label) are almost 24 fluid ounces (23.5) and contain at least 12% alcohol by volume with some cans containing up to 24%. Beer is often 5% alcohol by volume with the fluid ounces varying by can size. Still, with the smaller proof of beer and smaller can size, drinking one Four Loko is easily equal to a six-pack of beer.

You can buy a Four Loko for around three dollars depending on what store you frequent, so for less than ten dollars you can bring yourself close to alcohol poisoning. Now, it is true that someone could just as easily drink six cans of beer for the same effect, but when you put that much alcohol in a single can do you honestly expect most people to take it in separate servings? What is happening is that it is treated as a binge in a can.

There is also the issue of these bright colored cans that look like Arizona tea or soda that supposedly are being marketed to adults of legal drinking age, but clearly appeal to youth. With the “hip” design and coloring and a shape that still resembles energy drinks, Four Loko clearly appeals to a demographic much younger than twenty-one.

Outright banning Four Loko or other large malt beverages won’t solve the problem. People will just drink multiple cans of other alcoholic drinks. Working to educate them on the potential danger of “chugging” a whole can is an effort that can be taken. Petitioning companies to not target youth is another step in changing social norms. Changing the can design so it is not so attractive to youth is also a change that needs to be made. Four Loko should look more like an alcoholic beverage than a large can of soda.

Assuming someone is of legal age to drink, they can buy Four Loko if they want. As with all things moderation is key, and it is arguably much easier to moderate your drinking of a couple cans of beer than one brightly-colored gigantic can.

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