Growth in the UK beer, wine, and spirits sector is driven by premiumisation, with consumers buying fewer, higher-quality drinks; the booming low/no-alcohol (NoLo) market due to health consciousness; strong e-commerce growth; and trends like craft/artisanal products, unique flavours (including savoury/sweet), and at-home cocktail making, often boosted by major events and social media.
Consumers are trading up to more expensive, artisanal, or craft products (spirits, wines, beers) and enjoying unique experiences, willing to pay more for quality and distinctiveness.
Growing health consciousness is fuelling demand for NoLo options, with innovation in taste and variety making them mainstream choices for year-round moderation, not just January.
Online platforms offer wider ranges, easy access, and targeted marketing (email campaigns), driving sales, especially for at-home consumption.
New formats like Ready-to-Drink (RTDs) and trending cocktail ingredients (like those for at-home mixing) appeal to consumers seeking indulgence and convenience.
Major sporting events, warmer weather, and social trends (e.g., bottomless brunches, themed pub nights) boost consumption and drive themed retail activations.
The pandemic accelerated at-home cocktail making and premium shopping, trends that continue as people seek quality experiences without always going out.
A focus on local, sustainable, and authentic products is influencing purchasing decisions, especially in the wine market.
The beer category is seeing growth in craft, premium lagers, and NoLo alternatives, with brands leveraging sporting events for promotions.
Spirits are driven by premium gin, whisky, and new craft options, alongside demand for NoLo spirits.
Wine growth is coming from premium/organic varieties and increased domestic English wine production.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “When looking specifically at our beer brands our growth is led by Birra Moretti, Heineken® and Cruzcampo®. Pleasingly, this is through a mix of both core growth on our brands as well as innovation sales.”
The beer category is stable in value in the UK year-on-year, but volumes are declining by -2.1% (NIQ). Within grocery, HEINEKEN UK ended 2024 with a 17.6% share of beer sales, growing market share by 0.6% points versus the previous year (NIQ). HEINEKEN UK delivered £39m worth of growth to the beer category in 2024, more than any other brewer (NIQ). This represents growth of +5% value growth and +3.8% volume growth (NIQ). HEINEKEN UK also has the broadest range of beers across brewers in the UK with a balanced portfolio of versatile brands in every segment of the category.
Heineken® Original and Heineken® 0.0 – the biggest non-alcohol lager in 2024 (Nielsen) – remain in growth, demonstrating the appetite for premium lager, alongside the need for alcohol-free options from bestselling brands.
Birra Moretti, a world premium lager suited to trading up occasions, especially around the summer and during the festive period, grew in value by 2.1% (Nielsen) last year. This was boosted by the launch of Birra Moretti Sale di Mare in February 2024, which now commands a 0.3% (Nielsen) share of the beer category, designed to offer drinkers seeking more flavourful and interesting taste profiles with an accessible, yet premium twist.
Cruzcampo® has had a very successful launch. Generating £88m in retail sales across the market (Nielsen) and owning a 1.8% (Nielsen) share of beer sales in the Impulse channel, the brand taps into shoppers’ growing demand for more premium continental lagers that still offer value for money.
While Foster’s boasts a 4.6% (Nielsen) market share in the lager category, Foster’s Proper Shandy came to claim a 0.2% (Nielsen) market share, despite it only being launched in February 2024.
“Having a fully stocked display with a good mix of core brands, merchandised chilled where possible, such as Heineken® and Birra Moretti, immersed with newer, trending lines, including Foster’s Proper Shandy and Cruzcampo®, is the best way retailers can retain loyal customers, alongside attracting new shoppers to explore the beer segment for the first time,” adds Wilson.
“Effective ranging and merchandising also involves focusing in-store displays around key sporting occasions to drive incremental sales. This can be achieved by keeping on top of on-pack promotions and being the first to stock limited-edition lines, and utilising themed-PoS when available.
“During major international sporting events, retailers can amplify their beer range by offering larger multipacks, in anticipation of people hosting gatherings at home, alongside small packs sited in the fridge for those wanting to grab something convenient to enjoy on the go.
“Placing beer on the shop floor in clear sight of shoppers, and signalling launches with PoS, such as shelf banners and posters, can draw customers into the fixture, and let them know that they can rely on you to offer an interesting range of beers.”
Chris Mitchell, Marketing Manager at Vocation Brewery, comments: “Ongoing cost-of-living pressures mean that when consumers do spend their disposable income, they’re more discerning with their purchases. Plus, more than half of UK consumers (54%, NIQ) now say they are moderating their alcohol intake, which is also playing into the wider trend of drinking a little less, but choosing better.”
This is resulting in ongoing demand for quality premium beers (WSR), with 27% of beer drinkers willing to upgrade to a premium craft beer for celebratory occasions at home (Mintel). So, while some cost-conscious consumers are prioritising affordability for everyday drinking, the broader trend of ‘drinking less, but better’ remains strong. Within this, premium and world beers continue to be key players, driven by consumers’ growing preference for flavour.
“While independent brewers such as ourselves may not have the budgets of major brands, we have the potential freedom and agility to explore, experiment and expand consumer choice by crafting relevant and distinctive beers offering bold and differentiated flavours,” adds Mitchell.
“Purposeful innovation is a key opportunity for beer to keep drinkers engaged, to draw in new audiences, and to give retailers a point of difference – helping to keep the beer category fresh and exciting. Such innovation plays a critical role in the health of the category, and independent breweries are best placed to adapt to shifts in consumer and customer needs and lead the charge in shaping the future of the UK beer market.”
However, for innovation to be impactful and differentiating, it needs to go beyond new product development alone. It should encompass all aspects of the offer – from service to engagement and experience – while staying true to your brand and values. When consumers spend their hard-earned cash on something new, it needs to deliver functional, emotional and social benefits that feel relevant and meaningful to them. Most consumers aren’t seeking gimmicks, but innovation that broadens or enhances their experience, challenges perceptions and pushes boundaries.
“At Vocation, our approach to innovation is about renovation as much as reinvention – improving our core classics while introducing styles that feel fresh and relevant, not fleeting or gimmicky,” says Mitchell. “While fruited and sour beers may be having their moment right now, something else will be next – that’s the cycle of beer. But, behind each trend lies a deeper truth; drinkers are open to experimentation, so long as a brand is relevant and the beer consistently delivers on flavour and quality.”
That same spirit of discovery is shaping the beer category too. Shoppers are increasingly curious and willing to branch out beyond the mainstream. In beer, that’s translating into a desire for more interesting, bold and flavour-forward styles.
“That’s one of the reasons why we have a portfolio anchored in core beers with wide appeal, complemented with seasonal and special editions that excite, surprise, and invite discovery,” continues Mitchell. “We seek to push the boundaries, experimenting with the fundamental ingredients of hops, yeast and grain and tapping into relevant cultural moments. This is what grabs attention, gets people talking, and encourages them to try something new – and because they feel like a treat, customers are often happy to pay a little more for them.”
Alcohol-free craft brewer Drop Bear Beer Co. is celebrating its first UK-wide supermarket deal, securing shelf space for its newly released Peach Cut Lager in 475 Morrisons stores.
Available in hundreds of Morrisons stores, the 0.5% ABV fruit cut lager are available nationwide in four-packs of 330ml cans (RRP £5).
Drop Bear Peach Cut Lager is a crisp European lager with a smooth stone fruit twist. Peach Cut Lager is cold fermented and packed with juicy peach, resulting in a juicy and sessionable brew.
The latest deal marks a major milestone for the Swansea-based B Corp™ brewery, which has rapidly built a reputation as one of the UK’s leading independent alcohol-free brewers.
Co-founder and Director of Sales and Marketing, Joelle Drummond, says the Morrisons listing was “a breakthrough moment” for the brand and for Welsh brewing.
She comments: “We are proud to share this milestone moment, as it marks the first time Drop Bear will be available on shelves across the UK. As a Welsh business, this achievement is especially meaningful. Wales boasts incredible talent and outstanding food and drink brands, yet gaining visibility on the national stage can be a challenge. Securing this listing demonstrates not only the strength of our products, but the growing recognition of the innovation coming out of Wales.”
“Peach Cut Lager has had an incredible response since launch, and securing a national listing with Morrisons gives us the opportunity to bring our bold alcohol-free beers to even more consumers across the UK.” The Morrisons listing forms part of a broader expansion strategy, with the brand targeting mainstream multiples as demand for alcohol-free options continues to rise.
The Low & No category remains one of the fastest-growing parts of the UK beer market, with NielsenIQ data showing continued double-digit value growth. Fruited lagers such as Peach Cut are seen as especially appealing to younger shoppers and flexi-drinkers who are moderating their alcohol intake.
Drop Bear has seen its sales soar, putting the company’s growth well above the category average. Additionally, 52 weeks of data indicate that its repeat purchase rate is the highest in the alcohol-free craft beer sector, which is evidence of Drop Bear’s commitment to brewing high-quality beers without alcohol.
To meet the increasing demand for its beers, Drop Bear has acquired an additional brew house kit, significantly increasing the company’s brewing capacity.
Rob Salvesen, Head of Marketing, Kopparberg, comments: “Premiumisation is not about trading up into niche, intimidating or expensive brands; it is about reassurance, quality cues, and consistency. Shoppers are willing to pay more when they understand what they are getting and when the product reliably delivers. In fruit cider, premium has become accessible rather than exclusive, driven by flavour confidence, distinctive packaging, and trusted brands.”
Flavour remains the primary growth engine in fruit cider. The category is built on recognisable and trusted fruit-led profiles like our best sellers – Mixed Fruit and Strawberry & Lime, but success comes from balance rather than novelty for its own sake. Sweetness, refreshment and drinkability matter more than complexity. Innovation works when it extends familiar flavour territories in a confident way, rather than forcing experimentation that limits repeat purchase.
“Exploration is happening, there’s no denying it – new, exciting and trending brands have certainly stolen headlines (and sales),” adds Salvesen. “What I firmly believe is that these “new & shiny” brands will ride the popularity train until the next fad enters the market or they simply just lose momentum – What these brands fail to deliver on is long term brand equity and trust. Prime was a perfect example of this. Long term, most shoppers still default to brands they know when buying for at-home occasions – Trial tends to happen within trusted brand frameworks rather than through large scale switching to niche players. In grocery especially, brands that can deliver clarity, guarantee taste, offer strong value cues and have built long-term consumer trust are best placed to benefit.”
Kopparberg Strawberry & Lime and Mixed Fruit continue to be the brand’s largest SKUs by volume and value, underpinned by exceptionally strong repeat purchase. They anchor the range, recruit new shoppers into fruit cider, and give retailers certainty. That stability is what allows the category to grow rather than churn.
The brand’s Variety Pack plays a clear role in at-home consumption: sharing occasions, mixed households, and shoppers who want choice without committing to a single flavour. The Variety Pack drives higher basket spend, reduces flavour risk for shoppers, and crucially introduces secondary flavours that later convert into single-SKU purchase. From a category perspective, they are additive rather than cannibalistic when ranged with discipline.
Kopparberg Crisp Apple has become an exciting and fast-growing variant within the portfolio. It brings a lighter, fresher apple profile into the range that appeals to shoppers who want a slightly sweeter apple profile than what’s currently available from drier apple alternatives. It is performing well as a bridge between traditional apple cider drinkers and fruit-led consumers, broadening the brand’s appeal rather than fragmenting it. Crisp Apple also performs strongly in take-home formats, reinforcing its role in everyday at-home occasions rather than one off trial.
The new vintage range is about premiumisation done properly. It brings a fuller flavour profile and higher 7% ABV cue into the Kopparberg portfolio without drifting into craft obscurity. It targets shoppers who are already familiar with the brand and are looking to trade up for higher energy at-home occasions. Importantly, it sits alongside the core rather than competing with it, giving retailers a clear ladder within the brand. Crisp Apple is arguably Kopparberg’s most exciting recent launch. It broadens the brand’s reach into more traditional cider drinking occasions and attracts new buyers without alienating the existing base. Its performance in take-home formats confirms it is not a trial-only SKU but a repeatable part of the range.
“Keep the category simple and navigable. Stock the big hitters and the proven winners. Over-fragmentation hurts both shoppers and retailers. Clear flavour signposting, disciplined ranging and consistent pricing architecture matter more than constant rotation. The category grows when it feels easy to shop,” advises Salvesen.
“Prioritise core SKUs, maintain availability, and give fruit cider sufficient space to reflect its role as a mainstay rather than a niche especially as spring and summer draw in. Strong secondary siting around seasonal moments and at-home occasions drives incremental volume without overcomplicating the fixture.”
The drinks market has never stood still and as it evolves further, 2026 is set to be a year of moderation, premiumisation, flavour exploration, alternative formats and adapting to changing consumer behaviours and lifestyle choices.
Vicky Wood, Head of Brand Development and Insights at Kingsland Drinks, shares insights on the incoming developments for the year ahead, looking at how convenience, lifestyle changes, global economic conditions and sustainability are driving innovation in RTDs, no and low alcohol drinks, alternative packaging and how premiumisation and flavour trends are driving the wine and spirits market.
“With market and pricing volatility, changing legislation, duty increases, EPR and DRS, and uncertain conditions globally, the industry must remain agile, innovate, shape tastes and trends, and deliver drinks to the on-trade and retail sectors that are able to sustain the pressures these factors bring while driving interest and fresh consumers to different parts of the category. And as economic pressures and regulatory changes persist, quality, value and price are a top priority,” says Wood.
“Overall, while trends, price and margins all matter, the enjoyment of wine and spirits is the fundamental driver behind our industry – we’re here to elevate social moments, bringing joy, connection and excitement to consumers’ lives.”
How, when and where drinkers consume alcohol is changing at pace and while price is a key factor driving purchase decisions, shoppers will opt for brands that fit into their lifestyle choices and that offer quality and convenience.
The RTD market is responding to increased interest in canned formats, especially within wine.
“We have invested heavily in our high-speed canning line at our production facility in Salford as we know this sector is ripe for growth,” adds Wood. “As consumers dive deeper into the sector, they’re recognising the benefits, convenience, recyclability and sustainability canned drinks bring, whether wine, spirits and mixers, cocktails or non-alcoholic alternatives. The £1.2m initial investment in 2020 allowed us to expand our services and capabilities into canning, with capacity to produce 26 million cans per year in 150ml, 187ml, 200ml and 250ml formats.”
Kingsland Drinks entered a partnership this year with bold, challenger brand, Vinca organic Sicilian wines, to support its next phase of growth, canning their red, white, and rosé wines in 187ml cans, and sparkling in 200ml cans.
Alcohol moderation is happening across all age groups; while initially driven by younger generations like Gen Z, older consumers, including Millennials and Gen X, are increasingly embracing low-alcohol options for health and lifestyle reasons. The focus is shifting from simply removing alcohol to creating high-quality drinks that offer authenticity, varietal expression, and trending flavours, allowing them to be enjoyed in the same social setting as traditional wine and spirits.
Kingsland Drinks started packing non-alcoholic wines and spirits in 2019 and is now responsible for developing and launching some of the market’s leading brands. The company blends and bottles non-alcoholic gin, rum, whisky, tequila, and still and sparkling wines, using world class technology and controls to ensure the highest possible quality assurance standards.
Consumers will be watching their pockets in the year ahead but still expect quality, affordable and accessible wines.
One area of growth here is bottling wine in market, where traditionally premium wines from California, Australia and South Africa are repositioning themselves and making their wines more accessible to savvy, spend cautious consumers who are more concerned with the quality of the wine in the bottle, rather than where it was bottled. The sustainability benefits are easy to understand and it’s a way for brands, producers and manufacturers to make it easy for consumers to make a sustainable – and cost-effective – purchase decision.
Holly Bolus, Senior Brand Manager at VK, comments: “The continued loyalty from university students has prompted us to introduce VK Squashka, a product that boasts a 7% ABV and taps into the university cultural phenomenon which sees students mixing their own “squashka” or “squadka” as a pre-drinks ritual that’s been trending across the UK.
“VK Squashka is completely fizz-free and our first non-carbonated offering, delivering on the fresh and fruity flavours our customers know and love, while catering to new consumers who seek alternatives to fizzy drinks. This latest product is available in three nostalgic fruit flavours that have proved popular with VK customers, including Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries – a trending flavour profile within the RTD category, soaring by 225%.”
The RTD market is undergoing a sustained period of growth for a variety of reasons. One of the main drivers is growing economic concerns as inflation continues to cause financial unrest, causing people to think twice about spending. As such, the grocery channel stands to benefit by attracting shoppers who are choosing to socialise at home instead of going out or want a drink before heading to pubs and bars. This is one of the larger appeals of RTDs – they help recreate that bar-quality experience from home for a fraction of the price.
On top of this, vast amounts of shoppers are favouring options that are quick, easy, and require minimal prep. This shift doesn’t revolve solely around saving time, it represents spontaneity and fits seamlessly with lifestyles adopted by consumers who enjoy portable products that can be consumed on the go and cater to last minute plans.
“At VK, we are proud to have maintained our position as the number one RTD brand for students for over ten years, as students old and new continue to make a clear connection with the brand and our flavours. The brand is also demonstrating impressive performance as it continues outperforming the traditional RTD category with a growth of +10.4% in the total UK off-trade,” adds Bolus.
“Looking back on 2025, VK Mixed Packs remain the strongest category mixed pack in retail, thanks to the vibrant flavour range and party-friendly format and varied selection of flavours. Our top performers that continue fuelling customer parties are Blue 70cl, Orange & Passion Fruit 70cl and Black Cherry 70cl.
“These core flavours played a key role in shaping our VK Squashka flavour strategy, since it’s vital to align with products that are proven to be in demand while still bringing something fresh to the market. Drawing on familiar favourites not only builds trust with retailers but also strengthens our relationship with shoppers, who are able to easily locate they flavours they are craving.”
Ryan McFarland, Chief Commercial & Strategy Officer, Drinksology Kirker Greer, comments: “We are seeing a continued desire from consumers to trade up when the occasion feels right, even as overall alcohol consumption becomes more considered. While some shoppers remain price conscious, there is still a strong appetite for high-quality, well-crafted spirits that offer a sense of discovery and escapism. This is particularly evident among younger adult shoppers and more affluent households.”
At the same time, government duty increases and ongoing pressures across the alcohol and hospitality sectors are making it increasingly challenging for the on-trade where premium products are normally discovered. This means it is more important than ever for premium and craft brands to build their presence in retail while continuing to support on-trade partners. By balancing both channels, brands can ensure they offer the opportunity for exploration at home while sustaining the vital relationships and experiences that the on-trade offers.
For grocery, this reinforces the importance of offering a clear, good, better and best tiered range that allows shoppers to access premium credentials without excluding themselves on price – finding a pathway for brand storytelling in retail will be increasingly more important.
Flavour innovation continues to play a major role in engaging shoppers, particularly within gin and emerging spirits categories. Fruit led and floral profiles remain highly accessible for shoppers who want something different without moving too far from familiar taste cues. At the same time, there is growing interest in more savoury and complex flavour structures, which speaks to the wider trend of consumers becoming more adventurous and better educated across spirits styles – this is particularly prevalent in dark spirits such as whiskey, Mezcal and liqueurs.
Shoppers are far more curious than ever and are actively seeking out spirits with a strong story, provenance and point of difference. While more established brands continue to invest in awareness and price, more unconventional categories and younger brands offer something different. This is where grocery has a real opportunity to act as a discovery platform, particularly for world whiskies, handcrafted gins and spirits from emerging regions. Brands that bring genuine authenticity, quality and a clear narrative are well placed to build enough trust at point of purchase to capture this opportunity.
“Across our major grocery markets, Ukiyo Japanese Gin range remains our strongest performer and continues to attract new listings, engage consumers, and gain scale in a challenging category,” adds McFarland. “In the UK specifically, Born Irish Whiskey is showing strong momentum as more shoppers explore the Irish whiskey category, while Jawbox Gin continues to be a firm favourite thanks to its established brand equity and loyal following in its home market – something now transitioning across GB and selected international markets.”
Kirker Greer continues to invest heavily in future-facing categories and emerging spirits styles. Capitalising on the market success of Japanese brands, the company is expanding the Ukiyo range and will be releasing Hoshi Vodka into the UK. This follows successful testing and research over the last three years, resulting in a revised VBI and consumer proposition. The company is further expanding its Asian footprint within the growing world whisky category; this includes the launch of Chinnery Chinese Whiskey and a live Indian Whisky project, both designed to bring new provenance to the UK market.
Chris Jones, Managing Director at Paragon Brands, comments: “Packaging and branding is often your biggest asset at the moment of purchase in physical retail, making it a critical communications channel and key territory to tell the brand story and capture the vibe of the product, its positioning and drinking occasion. Storytelling through the visual elements, colours, illustrations and design quickly conveys the brand story, values, and can create an emotional connection to the shopper – and also makes the product memorable and instantly recognisable on shelf.”
For example, Zubrówka Bia?a, popular Polish vodka brand, is sporting a fresh ice-cold forest-inspired look, following a new sleeve design. The new packaging design underpins Zubrówka’s Be More Zu message, which calls for consumers to unleash their wild side.
Leading with the brand’s iconic bison, which sits at the heart of Zubrówka, the new sleeve features striking blue and white colours, evoking elements of the Polish Bialowie?a forest in winter. The bison is renowned as the king of the forest and the new sleeve spotlights this with a vibrant motif on the bottle. The Zubrówka brand is intrinsically connected to the Bia?owie?a Forest – the wildest forest in Poland – where the bison grass grows and the wilderness of nature is embedded in the brand’s DNA.
Boozing on the move is a prime opportunity for smaller format, handheld, resealable and disposable alcoholic drinks. Interestingly, for drinking on the move, especially in urban areas and city centres, there has been a wave of demand for minis or miniatures – 5cl and 9cl bottles of spirits such as vodka, gin and whisky. These offer a convenient way to enjoy a quick alcoholic drink on the way to a venue or night out, require no refrigeration, mixer or glassware, and can be consumed on the hoof to get the evening going.
“We’ve spotted this as a trend, especially for our ?ubrówka Polish Bia?a vodka in 5cl and 9cl format,” adds Jones.
“While larger supermarkets have dedicated sections for minis, smaller format retailers, drinks stores and off licenses can carry more niche brands and unusual flavours, to drive curiosity and impulse purchase at the till.” The sober curious scene is thriving as consumers explore the array of no and low alcohol drinks available in the marketplace and enjoy the sense of social currency it offers; it taps into wider consumer trends in the wellbeing and self-improvement space, enabling consumers to place their values in these areas into well-established, often higher tempo drinking occasions. Alcohol-free is a burgeoning category of its own, with double digit growth expected in the coming year.
While it’s on an upwards trajectory, it’s important for new entrants to the category to make their mark, find their fanbase, and capture the moment while it’s peaking. Caleño’s range of tropical non-alcoholic spirits joined the Paragon Brands portfolio in 2025 and is winning the consumer and the trade with its sunny Colombian spirit. Aiming to be the leading non-alcoholic rum brand, Caleño has successfully led the category with a mission to bring joy to not drinking, while building a vibrant brand proposition that is as exciting as any alcoholic spirit.
“We see significant opportunities for products such as Caleño, which is successfully capturing the attention of retailers and their shoppers,” says Jones.
“There is a firm place for standalone non-alc drink brands in the UK as consumers increasingly seek quality alternatives that offer sophistication and cater to a mindful drinking movement, rather than just being a functional substitute for alcoholic drinks. The new wave of drinkers is looking for flavour, fun, and connection and the brands that will thrive aren’t the ones preaching health and moderation, they’re the ones bringing fun, positivity and celebration to not drinking. We’re also seeing a move from non-alcoholic spirits being the lower tempo choice and into higher tempo venues, as people want drinks that meet their alcoholic counterpart shoulder to shoulder.”
Ryan McCann, Director at Red Star Brands, comments: “Drinking habits are changing. People aren’t waiting to go to the pub anymore – they’re pre-drinking at a friend’s place, having a can in the park, or bringing something easy to a gig. This is where premium lower-ABV, flavour-forward RTDs shine – and it’s why the category keeps growing. Today’s consumers want flexibility: a drink that fits in their bag, opens in a crowd, and doesn’t need a glass.
“We’re seeing a consistent shift toward products that offer either a sense of elevated quality or a standout experience, and ideally both. For many younger shoppers, ‘premium’ doesn’t just mean a high price point or a traditional look, it means bolder flavour profiles, innovative formats, and drinks that bring vibes to the occasion. With ARTDs (Alcoholic Ready-to-Drinks), there’s a growing appetite for brands that break category conventions and offer something genuinely different. Consumers want drinks that feel curated but not constrained.”
Flavour is everything, especially in the RTD space where bold and nostalgic flavours continue to drive interest and purchase decisions. Whether it’s tropical, sour, sweet, or fruit-forward profiles, shoppers want drinks that match their mood and moment and are willing to explore unfamiliar formats if the flavour promise is exciting enough.
Four Loko thrives in this environment, offering a range of standout flavours (8.4% ABV) that resonate with night-out and party occasions, from Dark Berry Burst to Tropical, Camo, and newest launch, Hawaii. The new BeatBox RTDs also deliver a very specific vibe. The 330ml Tetra Pak cartons are eye-catching, eco-conscious, and festival-proof. They’re lightweight, resealable, and ready for any occasion – whether that’s a house party or a music festival.
The top selling Four Loko SKUs include White, Tropical, and Dark Berry Burst channels. Each of these flavour variants taps into distinct drinking moments: Tropical is summer-led and refreshing, Blue delivers that nostalgic party kick, and Dark Berry Burst skews moodier and more premium in feel.
In terms of innovation, Red Star Brands recently launched Four Loko Camo, a layered and mysterious flavour profile designed to surprise and backed with a bold visual identity. Four Loko Hawaii launched last summer, a tropical medley that fits perfectly with the demand for vibrant, flavour led choices and has shown strong early performance.
Red Star Brands also recently announced the exclusive UK launch of the $250m+ ready-to-drink (RTD)‘Party Punch’, BeatBox. These flavoured wine beverages, which blend a neutral wine base with bold fruity flavours, are available in four SKUs – Blue Razzberry, Juicy Mango, Orange Blast and Fruit Punch (ABV 6.1%). Originally founded in the US in 2012, BeatBox has established itself as one of the fastest-growing and top-selling RTD alcohol brands there. It found fame in 2014 on the TV programme Shark Tank, the US equivalent to Dragons’ Den, when the founders secured the largest investment in the programme’s history from a billionaire tech mogul, Mark Cuban, who invested $1m.
Now available in the UK in brightly coloured, 330ml resealable Tetra Pak cartons (RRP £3.29 each), they’re unapologetically fruity and deliver high on-shelf visibility.
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