Four Loko unveils limited-edition black NPD

Premium vodka-based RTD brand Four Loko has released its new limited edition flavour, Black, which consists of a surprisingly green serve.

With notes of kiwi and an ABV of 8.4 per cent, Four Loko Black delivers a fresh and fruity blast to “excite the senses”, while the striking black and green can delivers high on-shelf visibility to help maximise sales and encourage shoppers to the fixture.

“With the festive season now upon us, this is the perfect time for consumers to get their hands on this limited edition release and embrace the season with an exciting new taste sensation,” said Clark McIlroy, Managing Director of Four Loko distributor Red Star Brands.

Four Loko Black is now available in 440ml cans, RRP £3.49, for a limited time only. Sales support focusing on the new ‘Party in a Can’ campaign includes a range of in-store POS material featuring shelf barkers, wobblers and digital aisle fins, as well as high-profile social media and influencer campaigns.

“We know that NPD drives consumer interest in the RTD category so we’re excited to add some more vibrant colour in the run-up to Christmas,” added McIlroy. “Dark Berry Burst launched in May 2024 and is now the number two fastest-selling SKU behind Four Loko White, so we have high hopes for Black.

“The fact that premium priced RTDs have grown faster than any other segment in the last two years means that there are some great opportunities out there for retailers to capitalise on this popularity.”

The launch of Four Loko Black is being supported by the “Party in a Can” campaign, designed to engage the brand’s target Gen Z audience through multiple platforms and social media channels. The campaign encourages consumers to share their #FourLokoMoments – authentic, fun experiences where Four Loko is part of the celebration. This user-generated content approach will help create organic brand ambassadors, showcasing real-life enjoyment of Four Loko and highlighting the spirit of #PartyInACan.

Selected entrants will have the chance to receive exclusive merchandise and become part of Four Loko’s brand story. To further support the launch, Four Loko has also partnered with Snappy Shopper in Scotland for Black Friday promotions, offering exclusive deals on For Loko Black during the festive season.

“The idea is to bring to life the brand’s authentic, bold positioning while driving deeper connections through social engagement,” added McIlroy. “This exciting campaign is anchored by out-of-home executions and influencer content that complement these consumer-driven stories.”

Four Loko’s premium vodka-based, caffeine-free RTDs are all available in 440ml cans. The launch of Four Loko Black brings the total range available to 10 flavours; other variants include Pink Melon, Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold and Tutti Frutti (all 8.4 per cent ABV).