Energy Drink

Verified Timeline

Lore & Background

The brand originated in 2005 when Chris Hunter, Jaisen Freeman, and Jeff Wright, recent graduates of The Ohio State University and members of the Kappa Sigma fraternity, founded Phusion Projects. Operating out of their fraternity mansion's basement, they created a prototype 'energy beer' to sell to fellow students at a markup, claiming to import Thai energy drinks from abroad. Their initial blend included wormwood, the supposed psychoactive ingredient in absinthe, alongside caffeine and taurine. By 2008, the product gained traction, leading to an international rollout by early 2009. However, the original recipe faced intense scrutiny after reports of blackouts and severe intoxication among college students. In December 2010, following FDA warnings that added caffeine was an unsafe food additive, Phusion reformulated the drink, removing stimulants and rebranding it strictly as a malt beverage.

In Their Own Story

By late 2010, the original formulation had created a black market where cans sold for nearly five times their retail price on platforms like Craigslist and eBay. The turning point came in October 2010 when Ramapo College banned the drink after seventeen students and six visitors were hospitalized. Just weeks later, in November, the University of Rhode Island followed suit, and Washington state enacted a ban after nine Central Washington University students suffered blood alcohol levels up to 0.35 percent at a party. The U.S. Food and Drug Administration issued warning letters on November 17, 2010, declaring the combination of caffeine and alcohol a public health concern. By December 2010, Phusion reintroduced the product without caffeine or taurine, adding Red 40 food coloring while maintaining the original packaging appearance to ensure continuity for consumers.

Reader's Guide

To purchase Four Loko today, visit gas stations or convenience stores in any of its 21 operating countries, including the United States, Canada, Mexico, and Peru. The current lineup features carbonated malt beverages with sucrose and artificial coloring, available in flavors such as Sour Apple, Electric Lemonade, Watermelon, and the new 'Jackpot' (Strawberry Daiquiri) released in March 2026. Alcohol content varies by state regulation, ranging from 6% to 14% ABV, with cans typically holding 23.5 US fluid ounces (690 ml). Consumers should note that the drink no longer contains caffeine, taurine, or guarana since the December 2010 reformulation. As of January 2026, the brand continues to operate under Phusion Projects, trading as Drink Four Brewing Company, offering over a dozen flavors including Sour Galactic Punch and CAMO.

Did You Know?

• The name 'Four Loko' is derived from the original drink's four key ingredients: caffeine, taurine, guarana, and alcohol.
• In late 2010, a black market emerged for the original formula, with sellers charging nearly five times the normal retail price on eBay and Craigslist.
• Phusion Projects was founded in 2005 by three Ohio State University students who originally created their blends in their fraternity mansion's basement.
• A March 2026 release introduced a new 'strawberry daiquiri' flavor called Jackpot to the current lineup.
• The drink is available in 21 countries, including Ecuador, Guatemala, China, and several nations across Europe.