Beer Lao and Four Loko

Red Star Brands is to add two alcohol brands to its portfolio.

Premium brand BeerLao and the US, flavoured alcoholic beverage brand Four Loko are the first in a range of alcohol labels being launched into the UK market by Red Star this year.

More commonly known for representing soft drinks and disruptive snacking brands, Red Star’s 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 to a UK-wide consumer.

“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 managing director Clark McIlroy.

“Both BeerLao and Four Loko have an established track record within their Asian and US markets, and we’ll be looking to emulate that in the UK as quickly as possible,” said Clark.

“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.

“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,“ added Clark.