The electrifying rise and litigious fall of energy beer

The article discusses the rise and fall of energy beers in the American brewing industry. Energy beers emerged in the early 2000s as a combination of offense and defense strategies to attract consumers back to beer while competing with caffeinated drinks. Brands like Four Loko gained popularity for their high alcohol and caffeine content, appealing to a desire for potent and risky experiences. However, the controversial nature of these beverages led to legal and regulatory scrutiny, ultimately resulting in their removal from shelves by the early 2010s. Despite attempts to reformulate and reintroduce these products, the mainstream brewing industry learned from the energy beer segment's turbulent history. The article highlights the role of social media in fueling the rise of energy beers and the subsequent challenges faced by manufacturers due to regulatory pressures. Overall, the energy beer phenomenon serves as a cautionary tale in the beverage-alcohol industry, showcasing the delicate balance between innovation, consumer demand, and regulatory oversight.