Phusion Projects, LLC, the maker of caffeinated alcoholic beverage Four Loko, has sent nearly 300 letters to college presidents, student life deans and campus alcohol counselors trying to talk to them about how to use its products responsibly. This comes after schools and states are banning Four products, like Four Loko, Four Loko Lemonade, Four Loko Blue Raspberry and Four Maxed Energy Malt Liquor. They have even offered financial support for alcohol education efforts on campus and want to discuss with them ways to curb alcohol abuse and underage drinking.
The letter states that
"We share your commitment to addressing alcohol abuse and underage drinking. We see it as both a fundamental priority and an ultimate responsibility that we share with the entire alcoholic beverage industry. In this vein, we would like to discuss ways we could provide direct assistance to your university to help further responsible drinking education on your campus. This support can be used to enhance the existing alcohol education assistance you provide, to help initiate new relationships with outside vendors providing this type of service, or to defray the costs associated with any current relationships you may have."
the Four brand started small, with distribution to only a few states. Their flagship drink was more noticeable for containing ingredients associated with Absynthe than caffeine. Whether or not this outreach to college campuses will do any good is doubtful. The issue of caffeinated alcohol has grown from a slight murmur to a political platform for many governental agencies and officials. Coors/Miller and Budweiser were forced by District Attorneys to stop producing their alcoholic caffeinated drinks not too long ago - and time is surely ticking for these smaller companies as well.
You can read the letter from Phusion products here