Crisis Management 101: The Four Loko Story

March 10, 2011March 10, 2011Crisis Management 101: The Four Loko StoryDear Client: One of the oft-referenced panels at the Beer Summit was comprised of the former frat guys-turned PAB kings at Phusion Projects. The thirtysomething guys rode a giant professional/pr fallout when their hot PAB, Four Loko, was banned by the FDA last fall. But the guys proceeded to handle the crisis in a way that Tiger Woods' camp should study. HOW THEY BEGAN. Some exposition: Founders Jaisen Freeman, Chris