Submission Number: 00234
Received: 11/9/2011 12:33:46 PM
Agency: Federal Trade Commission
Initiative: Proposed Consent Agreement In the Matter of Phusion Projects, LLC; Jaisen Freeman; Christopher Hunter; and Jeffrey Wright; FTC File No. 112 3084
Attachments: No Attachments
Phusion Projects has always been transparent on the nature of their products. They have worked diligently to make sure that all packaging and marketing materials state the alcohol percentage and ingredients. In 2010 it was ruled that caffeine is an unsafe additive to alcohol. Phusion reformulated every product as well as redoing all of marketing materials that indicated caffeine. Large amounts of capital and time on campaigning by Phusion have been put towards massive responsibility campaigns and website tools. Alcohol in general, has been under scrutiny for 1000s of years, way before Phusion Projects introduced the world to Four Loko. Notice I mentioned alcohol in general, and there are too many types, flavors, and brands to mention. I do not believe that Phusion projects would have stated that their 23.5 oz 12% alc/vol product is the equivalent to 1-2 beers. Any connoisseur of alcohol whether it be liquor, wine, beer, etc should know that you cannot accurately compare alcohol percentages from one product to another. For example many craft beers are 5-10% alc/vol while mainstream beers may be 2-4% alc/vol. So if you are comparing 12% Four Loko to craft beer it is the equivalent to 1.5-2 beers. Phusion Projects has been very involved in making sure they comply and cooperate with all regulatory entities as they take such matters especially seriously. Singling out one version of malt beverage or even a hand full will not put a stop or even a band aid on the increasing epidemic of underage drinking. I am not an expert on underage drinking but I have been there and do have teenagers who know what Four Loko products are. The key to reducing underage drinking, in my opinion, is education and instilling personal responsibility.