Four Loko is Back Sales May Surprise

Last week I was speaking with a seasoned beer marketer, and he asked me whether I thought the new reformulated Joose and Four Loko -- now without stimulants -- would experience as brisk sales as before. I said that the thinking amongst distributors I've spoken with is that they will take a big hit -- as Tilt and Sparks did -- because consumers wouldn't be as motivated to buy the drinks without stimulants, they have lost shelf space over the past few weeks, and some accounts won't take the products back

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