The Wall Street Journal this morning reports that attorneys general in a number of states – including California, New York and Connecticut – are investigating the marketing techniques employed by United Brands, the maker of Joose, and Phusion Projects, which makes the rival Four Loko and Four Maxed drinks.
According to the Journal, the two companies are being probed because their drinks are perceived as having an alcohol and caffeine content that is dangerous, and that they are being marketed to underage drinkers.
The story notes that the states reached an accord with Anheuser-Busch InBev and MillerCoors last year over similar products, which led to their reformulation, but that the smaller manufacturers seemed to slip through the cracks. The attorneys general are trying to rectify that now, especially in view of reports that Joose sales have been growing faster in c-store outlets such as 7-Eleven than any other alcohol product.
According to the Journal, the two companies are being probed because their drinks are perceived as having an alcohol and caffeine content that is dangerous, and that they are being marketed to underage drinkers.
The story notes that the states reached an accord with Anheuser-Busch InBev and MillerCoors last year over similar products, which led to their reformulation, but that the smaller manufacturers seemed to slip through the cracks. The attorneys general are trying to rectify that now, especially in view of reports that Joose sales have been growing faster in c-store outlets such as 7-Eleven than any other alcohol product.
- KC's View:
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These just feel wrong, like they’re going to end up giving the beverage industry a black eye.
You just know that the wrong people are drinking these things and that it isn’t doing their bodies any good.
