Four Loko

Goodbye to All That Four Loko: The End of an Era of Cheap Drinking


As a Midwesterner, I was weaned on swill like Old Milwaukee, Milwaukee’s Best, and, harshest of all, Old Style. Heineken was considered exotic because it was imported, we toasted with Miller High Life (“The Champagne of Beers”) instead of real champagne, and I searched all over town for the Miller Lite throwback cans because I’m a sucker for beer nostalgia. As a younger man, I proudly chugged my inexpensive beer, sometimes swapping it out for a Newcastle or Guinness if I had a few extra dollars to spare, but usually drinking something a friend refereed to as “gut rot” more often than not. When you’re young, dumb, and looking for drunken fun, drinking crap is a badge of honor. You would rather do shots of Wild Turkey than sip a single malt, and while straight Kool-Aid mix and whatever liquor you have handy might not taste especially great, it usually did the trick.
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