Last Updated on: 11th November 2024, 04:36 pm
Four Loko, the popular premium RTD brand, has introduced a new limited edition flavour, Black, featuring a striking green-coloured serve. This vodka-based drink, with notes of kiwi and an ABV of 8.4%, delivers a refreshing, fruity experience. The bold black and green can is designed to stand out on shelves, capturing consumer attention and driving sales.
Clark McIlroy, Managing Director at Red Star Brands, Four Loko’s distributor, stated: “With the festive season now upon us, this is the perfect time for consumers to get their hands on this limited edition release and embrace the season with an exciting new taste sensation.”
Available in 440ml cans at a recommended retail price of £3.49, Four Loko Black is a limited edition release. Its launch is supported by the ‘Party in a Can’ campaign, including in-store POS such as shelf barkers, wobblers, and digital fins, alongside active social media and influencer support.
McIlroy noted: “We know that NPD drives consumer interest in the RTD category so we’re excited to add some more vibrant colour in the run-up to Christmas. Dark Berry Burst launched in May 2024 and is now the number 2 fastest selling SKU behind Four Loko White, so we have high hopes for Black. The fact that premium priced RTDs have grown faster than any other segment in the last two years means that there are some great opportunities out there for retailers to capitalise on this popularity.”
The launch is amplified by a ‘Party in a Can’ campaign targeted at Gen Z through various social media channels, inviting consumers to share their #FourLokoMoments, showcasing real-life enjoyment with the brand.
Selected participants will have the opportunity to win exclusive Four Loko merchandise and become part of the brand’s evolving story. In addition, Four Loko has partnered with Snappy Shopper in Scotland to offer Black Friday promotions on Four Loko Black, enhancing its visibility this festive season.
“The idea is to bring to life the brand’s authentic, bold positioning while driving deeper connections through social engagement,” added McIlroy. “This exciting campaign is anchored by out-of-home executions and influencer content that complement these consumer-driven stories.”
Four Loko’s caffeine-free, vodka-based RTDs come in 440ml cans, with Black expanding the brand’s range to 10 flavours, which also includes Pink Melon, Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, and Tutti Frutti, all at 8.4% ABV.
