Vodka-based RTD brand Four Loko has announced an exciting new partnership with the Academy Music Group (AMG), to become its exclusive Ready To Drink partner across 20 O2 Academy venues.
O2 Academy venues, including O2 Academy Brixton and O2 Shepherds Bush Empire, will now stock a range of four Four Loko flavours on their bars, which is a positive development in Four Loko’s expansion into the on-trade and further aligning the brand with live music culture.
“This exclusive partnership with AMG is a significant step for Four Loko, which has become one of the fastest growing RTD brands in the UK,” said Clark McIlroy, Managing Director of Four Loko’s UK distributor, Red Star Brands. “The brand appeals to younger consumers who love live music, clubs and having fun with their friends, which is a perfect fit for O2 Academy venues.”
AMG is the UK’s leading owner and operator of nationwide live music and club venues.
Jay Williamson, VP of Sponsorship & Marketing Partnerships, Live Nation UK said: “We’re excited to welcome Four Loko as an official partner in our venues. The brand has been making waves in the UK, with incredible momentum and growth in the RTD category. As demand for Four Loko continues, we’re excited to give fans the opportunity to enjoy it while experiencing their favourite artists live.
“The new partnership ensures Four Loko is in the hands of music lovers year-round, bringing new energy and new customers into the category. The legend that is Four Loko is only growing.”
- The Four Loko lineup now available at O2 Academy venue bars includes:
- Four Loko Blue – a refreshing, sweet berry fusion
- Four Loko White – a crisp, citrus-infused flavour
- Four Loko Strawberry Lemonade – a tangy and sweet combination
- Four Loko Dark Berry Burst – a bold juicy mix of dark berries
The partnership will also create opportunities for VIP and Influencer events, as well as on-site activations and sampling events. It is anticipated that through Four Loko’s availability at the O2 Academy venues, more than 3.5 million people will have the opportunity to experience the brand over the coming year.
