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Four Loko—a fruity beer beverage that would become notorious—traces its origins to 2005 from the creative minds of three Kappa Sigma fraternity brothers from Ohio State.
The original formula was a potent blend of alcohol, caffeine, taurine, guarana, and even wormwood—the controversial ingredient associated with absinthe.
This unique combination of four key ingredients not only gave the drink its distinctive kick but also inspired its name, setting the stage for Four Loko’s crazy history in the beverage market.
Four Loko rapidly gained popularity in the United States, becoming a market sensation by 2008 and expanding internationally the following year.
The brand continued its global growth, entering markets such as Puerto Rico in 2013 and China in 2016.
In 2010, Four Loko faced a major crisis when several college students were hospitalized after excessively consuming the caffeinated alcoholic beverage.
It sparked widespread concern and intense scrutiny.
Numerous colleges and universities across the United States took swift action—implementing bans on Four Loko from their campuses to protect student safety.
On November 17, 2010, the FDA issued a warning letter to Four Loko's manufacturer, citing that the caffeine added to the alcoholic beverage was an "unsafe food additive."
Facing mounting pressure and potential legal consequences, Phusion Projects, the manufacturer of Four Loko, announced in November 2010 that they would remove caffeine, guarana, and taurine from their controversial beverage.
A decision that led to a significant reformulation of the product
A caffeine-free version of Four Loko hit the store shelves in January 2011.
Before the ban took effect, many people stockpiled the original caffeinated version.
It created a black market where cans were sold for up to five times their normal retail price.
In 2017, Four Loko expanded its product line beyond its signature malt beverages, venturing into the hard liquor market with the launch of "Four Loko Shots."
In July 2021, Four Loko launched a controversial marketing campaign featuring "STD Kits" in collaboration with at-home testing brand myLAB Box, offering 250 free self-test kits through a contest.
This unconventional promotion, developed with agency Zaddy, aimed to promote safe partying and normalize STD testing while generating buzz for the Four Loko brand.
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