Blackout in a Can

I have already blogged about alcoholic drinks as a medium but I now want to focus specifically on Four Lokos.  This “blackout in a can” packs a powerful punch that usually marks the beginning of a rough night for many college students.  Many states are now taking action to ban this drink, deeming it extremely unhealthy.  The cans themselves are very colorful and come in an extra large size which made them enticing before they became popular.  Upon further investigation on the cans, one can see that they contain 12% alcohol and come at a relatively cheap price.  Now that they are becoming regulated, it only furthers the interest people have in these drinks.  Similarly to our discussions of when radio became regulated, the masses are beginning to increase their demand for the product to go against these rules.  A person sees the popularity and has these strong feelings to join in and try the drink.  When you see someone drinking a Four Loko, you know they fall into one of two groups.  The first category is people that want to try it out and see what all of the craze is about.  The second group consists of those that have had it before and want to get drunk as fast as possible and party hard.  The creators of this alcoholic energy drink wanted to spread the message of a party in a can to college students, however they did not expect such a backlash from the media and older generations.