Red Star Brands moves into alcohol launching two brands

Red Star Brands, independent food and drink sales and marketing distributor, has added two alcohol brands to its portfolio, marking its entry into alcohol.

BeerLao, a premium beer from Laos, and the US flavoured alcoholic beverage brand Four Loko will be the first in a range of alcohol labels being launched into the UK market by Red Star this year.

Known for representing soft drinks and snacking brands, Red Star said its move into alcohol is part of the company’s long-term vision to continue to bring the next generation of brands from around the globe.

“As many people shifted their on-trade alcohol expenditure to off-trade last year, all the evidence suggests that the new trend for creating occasions at home is here to stay for 2021. Red Star wants to be a part of that by doing what we have always done – introducing innovative, exciting, and authentic food and drink brands from around the world, to British shoppers,” said Clark McIlroy, managing director.

Created over a decade ago by three college graduates, Four Loko has established itself as a leading RTD brand in the US, and Red Star aim to recreate that success by building the brand through events and experiences aimed at its target consumer, later in the year.

“Within the UK’s growing premium RTD category, Four Loko provides an opportunity within grocery and convenience channels, to offer shoppers the perfect at-home full flavoured ‘pre drink’ solution in a convenient can format,” McIlroy said.

“And as World Beer is growing three times faster than lager, the authentic BeerLao brand offers an opportunity for real engagement in the category by attracting new shoppers who are happy to pay more for premium taste and flavour and are drawn to a genuine import brand.”

Red Star launched the premium non-alcoholic cocktail mixer, Master of Mixes, last year providing the segue from its portfolio of soft drinks to its new alcohol division.