Red Star Brands, an innovative distributor of disruptive drinks and snack brands, has announced the second major supermarket listing for its successful RTD brand, Four Loko.
Two fruity flavours of Four Loko – Pink Melon and White – will be listed in 1,400 Tesco stores from October 2024. The RRP is £3.49 per 440ml can.
Four Loko is a higher ABV (caffeine free) vodka-based drink in 440ml cans (8.4% ABV) in nine vibrant flavours – Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Tutti Frutti and new Pink Melon.
Four Loko’s Pink Melon flavour is a blend of refreshing watermelon, sweet raspberry and zesty lime and joined the Four Loko family in July 2024. White is a citrusy cloudy lemon and lime mash up.
The US brand launched into the UK in 2021 and has proved incredibly popular with Gen Z and Millennial consumers.
It has driven growth through the convenience sector to become #5 brand in total GB convenience. ‘Its growth continues as it has added nearly £7m value growth in the L52wks and is one of the top brand value contributors to the RTD category’ (IRI L52wks data to 14.07.24)
Clark McIlroy, Managing Director, Red Star Brands, commented:
“Four Loko is positively disrupting the RTD category, increasing value, and driving incremental growth via its larger can format, clean vodka base, and great flavours but, critically, without including ANY energising ingredients.
“It’s fantastic that this is now being recognised by the grocery multiples and we’re delighted to become a key footfall and growth driver in Tesco’s category too!
Four Loko was developed in the USA in 2005 by three friends who met while in college. It has established itself as the leading RTD brand in the US, with its broad range of flavours and successful marketing drive to create ‘Epic Stories’ for millennials and Gen Z consumers.
Mcllroy adds: “Four Loko has proved itself as a vibrant and innovative RTD brand which has built a loyal following of consumers with its exciting range of flavours and appealing can-design. We’re now making it even easier to pick up a can for parties and get-togethers.”
Four Loko flavours include Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Tutti Frutti and new Pink Melon in 440ml cans (8.4% ABV). It launched three SKUs – Tropical, White and Blue – in 1000+ Morrisons stores in April 2024 which is seeing positive sales.
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