Four Loko drinks - compressed

US ready to drink brand Four Loko has launched into the UK.

The brand will launch four flavours – Blue, Fruit Punch, Gold and Sour Apple, at 8.5% ABV in 440ml cans within the UK’s off-trade channels.

Four Loko will be exclusively distributed by independent sales and marketing company Red Star Brands and will be available through selected wholesalers.

Four Loko’s UK entry will be supported by 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.

“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 IRE is being fueled by innovation within the traditional Ready to Drink space,” said Gavin Woodroofe, UKIRE manager of 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.”