Skip to content
Search
AI Powered
Latest Stories

Leading US flavoured alcohol brand Four Loko arrives in UK

Leading US flavoured alcohol brand Four Loko arrives in UK

Four Loko, a leading Ready to Drink brand in the US, is set for its UK launch to tap into the growing demand for flavoured alcoholic beverages.

Geared towards millennials and Gen Z consumers, the range will launch in four flavours in 440ml cans.


Founded over a decade ago, Four Loko has established itself as the leading RTD brand in the US, taking the number one and two spots in value sales in the US market for the past five years.

“Flavoured alcoholic beverages have been a key sub-category for some time and this trend is predicted to continue into 2021. Category growth in the UK and Ireland is being fueled by innovation within the traditional Ready to Drink space,” said Gavin Woodroofe, UKIRE Manager, Phusion Projects.

“It’s clear that there is strong innovation within this sub-category with traditional brand extensions being launched and a new age wave of hard seltzers entering the market over the past year.”

With the total flavoured alcoholic beverages market worth £382.1 million in the UK, Four Loko looks to recreate its US success by building the brand through targeted social media activation, influencer-led events, and consumer experiences, later in the year. The brand will also launch its own e-commerce website for its fully engaged fan base, offering merchandise and product for sale.

“We’ll be launching with a significant marketing spend to drive core visibility and category visibility with activations, disruptive POS, category signage in the off-trade arena, social media and digital execution online, and campaign led influencer programs across the summer,” said Woodroofe.

Four Loko will be exclusively distributed by independent sales and marketing company Red Star Brands. The brand will launch four flavours – Blue, Fruit Punch, Gold and Sour Apple, at 8.5% ABV within the UK’s off-trade channels, offering its target consumer the perfect at-home, unconventional, full-flavoured, ready to drink beverage, in a convenient can format.

“As off-trade continues to grow and on-premise businesses get back on their feet following a year like no other, it’s great to be offering new and innovative brands to market, which are going to be genuinely exciting for UK consumers,” said managing director Clark McIlroy.

Four Loko will be available at selected wholesalers in the Britain and Northern Ireland including Filshill, as well as selected Nisa and Eurospar and Spar stores in Northern Ireland.

More for you

Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13% YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less
Seabrook Fire Eaters

Seabrook launches price marked pack for Fire Eaters

Seabrook Crisps has unveiled a new price marked pack for the popular Fire Eaters.

Part of Seabrook’s Loaded sharing range, Fire Eaters Smokehouse Cayenne and Trinidad Scorpion Chilli flavours are now available in a 65g bag with a price mark of £1.25.

Keep ReadingShow less
Cox & Co.

Cox & Co. hits sweet spot with new flavour

Luxury chocolate brand Cox & Co. is targeting dark chocolate lovers with its brand new Blood Orange Crunch bar, crafted from 60 per cent single-origin Colombian cacao.

With almost two-thirds of chocolate buyers enjoying two or more flavours in a chocolate bar, it’s easy to see why Cox & Co.’s flavour combinations of velvety rich dark chocolate and delicious superfoods are so popular and its latest addition to the range is sure to be no different.

Keep ReadingShow less
Gnaw ‘new-stalgia’: pud-themed Chocolate Spoons and flavoured choc bars

Gnaw ‘new-stalgia’: pud-themed Chocolate Spoons and flavoured choc bars

Tapping into “new-stalgia” (an anticipated hot food trend in 2025), Gnaw has been working tirelessly to rethink Great British puddings by creating a number of “Hug in a Mug” classics (Crème Brulée, Bakewell Tart, Sticky Toffee Pud) in conjunction with an impressive “pudfolio” of dessert-flavoured bars: New York Cheesecake, Christmas Pudding, Banoffee Pie and Sticky Toffee Pudding.

Desserts may prove divisive. For many the last course will always be a fitting finale to a great meal spent with friends of family, enticing comfort food that offers a nostalgic peek into happy custard drenched, ice cream topped memories from yesteryear. For others, desserts are an unwitting dalliance with guilt-filled soft sponges, buttery pastry, seductively sweet fillings, crumbly toppings, sticky sauces …

Keep ReadingShow less