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Four Loko's Hours Are Numbered

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WHEN FDAS ATTACK
DailyFeed
Four Loko’s days are numbered.

Actually, more like hours.

The FDA is expected to rule on whether or not energy drinks that combine alcohol and caffeine are legal as soon as tomorrow. The decision will come after a year of review during which, undoubtedly, officials reviewed the all-too many cases of illness and death that have followed consumption of these kinds of drinks.

Sen. Chuck Schumer has already made a statement confirming that the ban will in fact happen.

Richard Blumenthal, former attorney general and soon-to-be Senator of Connecticut told the New York Times that “to be very blunt, there’s just no excuse for the delay in applying standards that clearly should bar this kind of witch’s brew.”

The risk, doctors say, is that caffeine reduces the perception of alcohol’s intoxication. That leads to greater consumption, and further risks.

Earlier this month, Four Loko co-founder Chris Hunter defended the product, albeit rather semantically, telling Fast Company: "Our drink isn't an energy drink--it's a caffeinated alcoholic beverage…It's important that we frame it that way because that's the category it's in, and I stress that because some of the scrutiny is about misrepresentations of our brand. We've never called it an energy drink."

However the FDA rules tomorrow, the problem isn’t going anyway anytime soon. Even if Four Loko disappears from shelves, there’s not much to be done about Rum and Cokes, Vodka Red Bulls, and Irish Coffee.
POSITION:  No positions in stocks mentioned.
TAGS:  SCHUMER, DRINKING, FOUR LOKO    SOURCE:   New York Times

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