Remember Four Loko? Back in the early ‘10s, they sold more than $150 million dollars worth of highly caffeinated, highly boozy cans, before an epidemic of injuries and blackouts moved the FDA to issue the company a warning letter. Four Loko pivoted, removing the caffeine from their drinks.
Combining caffeine and alcohol has not always been a great idea.
Sure, people drink Red Bull Vodka and Irish coffee. But since Four Loko, there hasn’t been an uber-popular, pre-made caffeine-and-alcohol drink in stores. But that’s about to change. Hard coffee is about to be everywhere, and I’m going to tell you why, how it’s made, and the brands to look out for.