Four Loko Founders Fire Back
If you've been living under a rock for the last year or so, you probably haven't heard of Four Loko. Known in these offices as canned blackout, the high-octane (caffeine and alcohol) beverage was pulled off store shelves in 2010. The brand is accused of targeting underage drinkers with soda-like flavors, and linked to a surge in date rapes because of such. In the wake of the furor, the company's fratty founders have kept their heads downs, but that didn't stop folks from teeing off on them and their brand:
"If you set out to engineer a booze delivery system that is as cloying, deceptive and divorced from the usual smells, tastes and presentation of alcohol as possible, you'd be hard pressed to come up with something more impressive than Four Loko," wrote former New York Times restaurant critic Frank Bruni in the midst of the flap last fall. "It's a malt liquor in confectionary drag...Four Loko cans--I paid $3.50 apiece for mine--are something to see, each sporting a few ultrabright, childlike hues in a kind of rippling weave that evokes a camouflage pattern. Fatigues like these are what an army of Teletubbies would wear into battle."
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Posted by Jake Jamieson at April 25, 2011 9:18 PM