Four Loko Frenzy - The Arthur Page Society

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information. The results showed that caffeine, when combined with alcohol, “counteracted the effects of alcohol on interference but had no effect on the degree to which alcohol increased errors.” 21 Additionally, the study found that those who consumed caffeine with alcohol perceived themselves to be less intoxicated than those who consumed alcohol alone. 22 Another study called “Energy Drink Ingestion on Alcohol Intoxication” examined the specific effects alcoholic energy drinks have on the central nervous system. The researcher found that the alcoholic energy drink caused some intoxication symptoms to be less intense, such as one’s perception of headache, weakness and dry mouth. 23 Alcohol’s effect on motor coordination, visual reaction time and breath alcohol concentration, however, did not change. 24 The FDA cited similar safety concerns about the combination, stating that, “Caffeine can mask some of the sensory cues individuals might normally rely on to determine their level of intoxication.” 25 High-‐Risk Drinking A study called "Caffeinated Cocktails: Energy Drink Consumption, High-‐risk Drinking, and Alcohol-‐related Consequences among College Students” examined the consumption of alcoholic energy drinks on college campuses and how this consumption is related to high-‐risk behavior and alcohol-‐related consequences. The study found that nearly 25% of college students admitted to drinking alcoholic energy drinks. 26 It assessed the likelihood of alcohol-‐related consequences by comparing those who drank alcohol alone to those who drank alcoholic energy drinks. The results showed that those who consumed alcoholic energy drinks “had dramatically higher rates of serious alcohol-‐related consequences,” 27 such as “serious injury, sexual assault, drunk driving and death.” 28 Additionally, the study concluded that the association between alcoholic energy drinks and alcohol-‐related consequences may be due to a misperception of intoxication. 29 The United States Food and Drug Administration (FDA) identified the intended use of the product to be a serious danger as well. This was explained in a warning letter to Phusion Projects when the FDA stated: The scientific data and information that support a GRAS determination must consider the conditions under which the substance is safe for the use for which it is marketed. Reports in the scientific literature have raised concerns regarding the formulation and packaging of pre-‐mixed products containing added caffeine and alcohol. For example, these products presented as fruity soft drinks in colorful single-‐serving packages, seemingly target the young adult user. Furthermore, the marketing of the caffeinated versions of this class of alcoholic beverage appears to be specifically directed to young adults. FDA is concerned that the young adults to whom these pre-‐mixed, added caffeine and alcohol products are marketed are especially vulnerable to the adverse behavioral effects associated with consuming caffeine added to alcohol, a concern reflected in publicly available literature. 30 4
Currently, no scientific literature supports the safety of alcoholic energy drinks. Chronology September 25, 2009: The National Association of Attorneys General Youth Access to Alcohol Committee wrote a letter to the FDA that expressed concern about the safety of alcoholic energy drinks. 31 The letter claimed the combination of caffeine and alcohol is unsafe and requested such products be removed from the marketplace. 32 November 12, 2009: The FDA sent a letter to 29 companies, including Phusion Projects that requested the rationale for using caffeine in their alcoholic products. 33 The FDA called the companies to submit GRAS notices, which were to prove such products are “generally recognized as safe.” 34 May 24, 2010: In Syracuse, New York, Chelsea Kuss, an 18-‐year-‐old female, and Victoria Deverso, a 17-‐year-‐old female, skipped school to meet friends at a nearby beach. Kuss admitted to drinking four cans of Four Loko before driving her and Deverso home that afternoon. 35 With a blood alcohol level of .13, Kuss crashed into another car, killing Deverso and badly injuring another driver, Peggy Blume. 36 Blume suffered a medical-‐induced coma. Kuss claimed she blacked out after drinking Four Loko and didn't remember the car wreck. 37 June 25, 2010: Phusion Projects submitted a GRAS notice to the FDA. 38 August 2010: Nicole Lynn Celestino, an 18-‐year-‐old female from Long Island, New York died after drinking one can of Four Loko. 39 Celestino went into cardiac arrest with a blood alcohol level of .05, below the legal limit of .08. 40 August 2, 2010: In St. Petersburg, Florida a 20-‐year-‐old male named Demetrius Jordan ran a red light and crashed into another car, killing a father and three sons. 41 Jordan admitted to mixing liquor with Four Loko before the wreck, and a Four Loko can was found behind the driver’s seat of his car. 42 Jordan also admitted to smoking pot before the wreck. 43 August 13, 2010: Janice Rivera, a 20-‐year-‐old female from Florida, lost her hand in a car accident. Rivera claimed her friend that wrecked the car consumed four cans of Four Loko but did not seem intoxicated. 44 Rivera sued Phusion Projects, alleging Four Loko masks the effects of alcohol. 45 5
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Page 3: Energy drinks Energy drinks are bev
Page 7 and 8: hospitalized due to alcohol poisoni
Page 9 and 10: November 24, 2010: The FDA released
Page 11 and 12: Comparing the Product The media con
Page 13 and 14: Shortly after the ban, Facebook fan
Page 15 and 16: Four Loko Web Presence In the midst
Page 17 and 18: Public Relations Representative Spe
Page 19 and 20: Freeman also expressed that Phusion
Page 21 and 22: Appendix 2 Below is the modified Fo
Page 23 and 24: Appendix 4 Below is a Google Trends
Page 25 and 26: of Intoxication." Experimental and
Page 27 and 28: 66 Scott, Melanie D. "Four Loko Ban
Page 29 and 30: 108 "Media Room." Phusionprojects.c
Page 31: 155 "Four Provides Energy Boost in

Four Loko Frenzy - The Arthur Page Society

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