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.