Four Loko is Back Sales May Surprise

Beer Business DailyDecember 13, 2010Four Loko is BackSales May SurpriseDear Client: 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