The ban on caffeinated alcoholic beverages, also called alcopop, was one of the biggest stories in the beverage service and sales industry in 2010. Popular beverages such as Four Loko were called dangerous, a binge in a can, and worse. The Food and Drug Administration declared alcoholic energy drinks to be a public health concern and concluded that caffeine added to malt alcoholic beverages was an unsafe food additive (U.S. Food and Drug Administration). Four Loko removed the caffeine from their beverages to comply with new regulations. Now, the FTC has reached a settlement with Phusion Products, the makers of Four Loko, to take it a step further.
In an effort keep drinkers safe and well informed about how much alcohol they are consuming, cans of Four Loko will now display an “Alcohol Facts” label, similar to a nutritional label, to make it clear they pack a potent punch.
These facts will include the container size, percentage alcohol by volume, number of servings in the container and serving size in fluid ounces (NPR). Additionally, all cans of Four Loko containing more than two-and-a-half servings will also have to be re-sealable. The intent is to help consumers realize that they should not consume the entire can in one sitting. A can of Four Loko contains up to 12% alcohol, and a 23.5 ounce can is equivalent to about four or five standard beers (San Francisco Chronicle). Binge drinking means drinking so much within about 2 hours that blood alcohol concentration (BAC) levels reach 0.08g/dL. For women, this usually occurs after about 4 drinks, and for men, after about 5. (National Institute of Alcohol Abuse and Alcoholism).
This should serve as a reminder to all beverage service professionals to always serve responsibly. Alcopops with colorful packaging and fruity flavors are especially popular with teen drinkers, so servers and sellers should be extra vigilant in checking identification and observing guests.
© 2013 National Hospitality Institute®, TAM® of Nevada
The ban on caffeinated alcoholic beverages, also called alcopop, was one of the biggest stories in the beverage service and sales industry in 2010. Popular beverages such as Four Loko were called dangerous, a binge in a can, and worse. Last November the Food and Drug Administration declared alcoholic energy drinks to be a public health concern. The FDA concluded that caffeine added to malt alcoholic beverages was an unsafe food additive (U.S. Food and Drug Administration).
What made the combination so dangerous? The FDA raised concerns that caffeine additives may have masked some of the effects consumers typically rely on to determine their level of intoxication. In fact, drinkers who consume alcohol mixed with energy drinks are 3 times more likely to binge drink than drinkers who do not report mixing alcohol with energy drinks (Center for Disease Control and Prevention). All of this was alarming enough to get these drinks pulled off of shelves, but also concerning was their popularity with teens and young adults.
Four Loko was, and continues to be, extremely popular with teens. A single can of Four Loko came in at 23.5 ounces, contained 12% alcohol, and also contained unsafe additives caffeine, taurine, and guarana. Four Loko came in much larger, and more potent, than a can of beer. In fact, concerns were raised that these drinks were marketed to appeal directly to teens (Marin Institute).
Several months later, Four Loko is back on shelves, without the caffeinated punch. The drinks have been reformulated and no longer contain additives like caffeine, but they still come in 23.5 ounce containers with 12% alcohol by volume (Omaha World-Herald). Teens may not realize they are consuming as much alcohol as they are until they are well on their way to unsafe intoxication. Four Loko still comes in fruity, teen-friendly flavors like fruit punch and watermelon. It also continues to be the drink of choice for many young people around the country (Bar Business Magazine).
What can you do as a beverage service professional to keep teens safe?
- Make sure that ‘alcopops’ such as Four Loko sold off-premises are displayed in areas dedicated to alcoholic beverages, not in the soft drink section. Many of these drinks can be easily confused for non-alcoholic energy drinks, and it just makes it easier on everyone involved to keep them separate.
- Always card anyone who appears to be under the age of 30. Retailers and off-site sales professionals should be diligent about checking IDs to make sure teenagers are not trying to purchase liquor with fake or borrowed identification.
- For more ways to help curb teens’ access to alcohol, read our blog post, “Teen Drinking is a Dangerous Business,” and refer to We Don’t Serve Teens’ suggestions.
What policies have you instituted at your organization to deter teen drinking?
© 2011 National Hospitality Institute®, TAM® of Nevada