Phi Beta Cons

Loko Redux

A wave of concern over the new drink Four Loko continues to hit colleges across the country. Today a friend of mine at Boston College forwarded me this email from BC’s student health services director:

Many of you may have read or heard about the new canned drink, Four Loko, which approximates six shots of alcohol and five cups of coffee. It is not an “energy drink”. It is a dangerous concoction that can create a number of severe reactions, some of which have been life-threatening. We strongly recommend that the BC community avoid Loko and urge all friends to do the same.

With dozens of students hospitalized over the last few weeks after consuming Four Loko, university administrators are starting to actively campaign against the brand. I can’t help wondering though if these kinds of warnings will only increase Loko’s coolness and rebel factor, and therefore its sales.

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