New Four Loko Pink Melon - for a taste of summer

Vodka-based RTD brand Four Loko has unveiled its latest new flavour, Pink Melon – an invigorating blend of refreshing watermelon, sweet raspberry and zesty lime.

With its fresh, crisp taste, Pink Melon is the perfect pre-mix for summer parties, a casual get-together, or just as a flavourful way to unwind.

Targeting primarily the Gen Z and Millennials audience, caffeine-free Pink Melon blends high-quality vodka with natural summer fruit flavours at 8.4 per cent ABV, and comes in a distinctive pink 440ml can designed to ensure high on-shelf visibility and brand recognition.

“This refreshing fruity new addition is a true taste of summer and a natural addition to the popular and already extensive Four Loko line-up,” commented Clark McIlroy, Managing Director of Four Loko distributor Red Star Brands.

“The RTD category is currently experiencing rapid growth, with vodka-based drinks within RTDs enjoying over 37 per cent share,” he added. “It’s a great time for retailers to maximise the opportunities associated with this demand, especially as Four Loko is renowned for being the go-to choice for those seeking full-on fun and flavour.

“We’re thrilled to introduce this sensational new flavour and are confident that Pink Melon will both satisfy our consumers’ thirst for innovation and continue to excite them through the summer and beyond.”

Pink Melon extends the existing Four Loko range of RTDs which includes Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple. It is now available across the independent and convenience channels, RRP £3.49 per 440ml can.

Four Loko, a US brand, launched into the UK in 2021, and is now one of the fastest growing RTD brands in the UK adding £17.3m value growth to the grocery sector.

Four Loko has also seen huge success across the convenience sector, quickly rising to be the number five brand in total GB convenience – and now has seven of the top 13 fastest-selling SKUs in GB convenience (by value).