If only they could both lose…
In a statement the Portman Group said: “The independent complaints panel considered that the Oxford English Dictionary definition of ‘loco’, listed as ‘crazy, or off one’s head’, was problematic when used in relation to an alcoholic drink, as it could suggest irresponsible or immoderate consumption, and that care must be taken when using the word on packaging or promotional material.”
Jim Sloan, President of Phusion Projects, said: “We respectfully disagree with the decision of the Independent Complaints Panel of the Portman Group. Phusion Projects has made clear from the outset that the ‘Four Loko’ brand name was intended to refer to the product’s unusual flavours and its four original ingredients.”
Got that? Four as in four (original) ingredients; Loko as in… um… ‘loco’ meaning ‘crazy’, obviously, but referring to unusual flavours. Oh, those crazy flavours. (Flavours include grape, coconut, watermelon, peach, lemon and lime, lemonade and cranberry lemonade.)
We’ve been here before. Four Loko is, basically, loopy-juice; it’s made with malt liquor in the US and with grain alcohol in Europe, with a variety of flavours (all of them sweet), and sold at strengths of 6%, 8% and most commonly 12%. One other thing: it’s sold in cans, of 23.5 US fluid ounces – just under two standard 12-oz bottles, in other words, or 695 ml. That’s an awful lot of alcohol, in readily-neckable form.
And those four (original) ingredients? One of them is alcohol (which at least has the virtue of frankness). Another is taurine, the substance which gave Red Bull its name and whose properties, despite a huge multi-year natural experiment in adding it to soft drinks, remain unclear. The other two are caffeine and guarana, which – whatever else of an exotic and rain-forest-y variety might be in it – is a natural source of caffeine. So, effectively, it was Two Loko: alcohol and caffeine. It’s a powerful combination, and works in (let’s be honest) an enjoyable way; when I was younger and had fewer responsibilities I once spent an entire day going from bar to bar in Barcelona, alternating wine and espresso. (I didn’t have a lot to do the next day.) But neither alcohol nor caffeine is actually good for you in large quantities; the combination, by keeping you alert for longer, makes it easy to drink potentially harmful amounts of alcohol, while simultaneously making it easy to drink potentially harmful amounts of caffeine. Mixing alcohol and caffeine in large quantities (such as 695 ml – just under a pint and a quarter) and at high alcohol concentrations (such as 12%), is basically a bad idea. Put it another way: if you drink a can of old-style Four Loko you’ve basically just drunk 2/3 of a bottle of Buckie (“the UK’s version of Four Loko”, confirms Vice magazine).
Jacob Sullum of the right-Libertarian Reason magazine has tried to defend Four Loko on two occasions, on general “keep the government out of my business” grounds, but it’s a tough pitch. The best he could come up with was to point out that making the cans resealable (to reduce the temptation to neck the entire can) wouldn’t actually stop anyone necking the entire can if they wanted to (true, but so what?); that coffee is used in some cocktails (which aren’t usually served in glasses holding 695 ml); and (my favourite) that “A can of Four Loko contains less alcohol … than some big bottles of craft beer.” A can of Four Loko contains 83.4 mls of alcohol; for an Imperial pint to deliver that much alcohol it would need to be 14.7%. Those are some big bottles of craft beer.
Anyway, a couple of years ago and in the wake of some horribly predictable and happily only near-fatal excess consumption incidents, the powers that be in the US decided (to Reason‘s chagrin) that the whole alcohol/caffeine thing was bad news, and Four Loko was reformulated to contain alcohol and, er, that’s it. So that’s One Loko, then – only not Loko in the sense of… er… can we get back to you on this? Which is where we came in: with Phusion Projects gamely trying to push their 12%-by-volume grain-alcohol-and-Starburst three-pints-of-lager-inna-can confection in the UK, and our old mates at Portman gravely ticking them off for being so irresponsible as to suggest that getting drunk might be enjoyable in some way. As I said at the top, if only they could both lose!