Four Loko To Make Mexico Bigger Than U.S.

Dear Client: One brand we failed to mention during our annual predictions? Four Loko. Maybe that was remiss. I overheard one mid-twenties Millennial, in the midst of dry January: "I'm saving so much money. I think when I get back on the wagon, I'm just going to drink Four Loko. I can get two big cans for like $6, and it's like 13%. And the hangover isn't that bad." And yet, even with that sort of proposition, Four Loko still