Essay #1

sub-section 1.a.

The rise of Four Loko, a caffeinated, fruit-flavored alcoholic beverage that rose to the top as a

popular drink among young adults has changed. A few years ago, the original formula of the

drink was banned due to having caffeine in the alcoholic beverage. As a result, Four Loko has

had to change its marketing strategy. Four Loko today markets itself with colorful designs, and

a fruit flavored package.1 In the official Four Loko Website, the beverages are categorized into

three different categories camo, bold series, and bartender series. Many of the drinks are

marketed the same way as before, with colorful colors that can be confused with fruit flavored

beverages. However, they differ from their previous drinks as stated by their official website,

“No, Four Loko does not contain caffeine, taurine or guarana. As part of a voluntary product

reformulation in 2010, we removed those ingredients from the product”.2

sub-section 1.b.

The 2010 Four Loko drinks were dangerous due to it combined alcohol and caffeine which is a

dangerous combination. In essence, Caffeine masks the effects of alcohol, making you feel

more alert than you normally would. Therefore, the FDA called caffeine an “unsafe food

additive” and warned companies about further production.3

Section 2.

1 “Premium Malt Beverages.” Four Loko, fourloko.com/.

2Premium Malt Beverages.” Four Loko, fourloko.com/.

3Goldman, Russell. “Teen's Death Again Spotlights Four Loko Danger.” ABC News, ABC News Network, 18
Nov. 2010, abcnews.go.com/US/loko-energy-drink-teens-death-spotlights-danger/story?id=12183344.
Legal paternalism is the idea that the law may justifiably be used to restrict the freedom of

individuals for their own good (Shaw 197). Four Loko the caffeinated alcoholic beverage was

dangerous as it delayed the feelings of drunkenness causing a person to consume more alcohol.

Therefore the U.S. Food and Drug Administration effectively banned caffeinated alcoholic

beverages.4 According to the text book, legal paternalism is justified when three comments are

in order, “the safety of some products or some features of products affect not only the consumer

who purchases the product but third parties as well” (Shaw 197). By banning Four Loko you

restrict the by-product of its effect which can cause harm to third parties. For example, the after

affects of consuming the potent mix Four Loko at a party, can affect third parties such as other

individuals that are caused harm due to the effects of caffeine and alcohol mixed together. Not

only does it affect individuals but hospitals as well, the drink has been documented to have sent

college students to the emergency room as a result of drinking Four Loko. The second comment

according to the book is individuals know their own interest better than anyone else does and

that they are fully informed and able to advance those interest (Shaw 197). However, Four Loko

implements colorful colors in their package and is similar to a fruit flavored drink which can

lead to consumers purchasing their product without having prior knowledge of the health effect

it can have.

sub-section 6.a.

The moral responsibilities manufacturers of alcoholic beverages should have first is to provide

product information that is understandable and possible health concerns related to the product.

4O'Brien, Michael. “Schumer: FDA Will Effectively Ban Four Loko, Other Alcohol-Caffeine Drinks.” TheHill,
thehill.com/blogs/blog-briefing-room/news/129425-schumer-fda-will-effectively-ban-four-loko-other-alcohol-
caffeine-drinks.
With this in mind, the second moral responsibility is there marketing team has a responsibility

to strategically market themselves to individuals over the legal drinking age. Third the

manufactures should be required to spend a percentage of their profits on educating individuals

on product safety. Lastly, the manufactures should investigate serious customer complaints and

come up with a comprehensive plan to address those complaints. Manufactures of alcoholic

beverages have a moral responsibility to the consumer as their product can affect third party

individuals, requires self control, and can cause health related problems.

sub-section 6.b.

The makers of alcoholic beverages do have moral responsibilities specifically to see that their

products are not abused. In essence, the side effects of alcoholic beverages can directly affect

the individual consuming the beverage and indirectly affect third party individuals.

Furthermore, the irresponsible consumption of alcoholic beverages can affect public safety and

emergency room response time. Therefore, manufactures of alcoholic beverages have a

responsibility to the consumer and the public as their product can cause harm.

sub-section 6.c.

The steps that makers of alcoholic beverages are required to have is 1.) provide product

information that is understandable and possible health concerns related to the product 2.) market

the product responsibly to individuals over the legal drinking age 3.) spend a percentage of their

profits on educating individuals on product safety 4.) investigate serious customer complaints

and come up with a comprehensive plan to address those complaints. In regards, Four Loko fell

down in this respect as their products captivated individuals under the legal drinking age.

Furthermore, their beverages contained a mixture of caffeine and alcohol which caused health
concerns. Lastly, the company Four Loko didn’t address customer complaints related to health

concerns, until the FDA determined alcoholic-caffeine beverages are unsafe.