Four Loko Range

Red Star Brands has announced that its RTD brand Four Loko is sponsoring three festivals this summer - Parklife, TRNSMT and Leeds Festival.

It comes as Red Star Brand’s has invested £1.5 million in trade and consumer activation to drive core and category visibility.

The investment will include activations, disruptive POS, category signage in the off-trade arena, social media, digital executions online, and campaign led influencer programmes across the summer.

Four Loko is a US brand gaining presence in the UK market. It is available in nine flavours in 440ml cans (8.4% ABV) with an RRP of £3.49.

Stacey Caldwell marketing manager at Red Star Brands commented: “Four Loko found its home at music festivals so we are very excited to announce that the brand is a key sponsor at three of the biggest UK music festivals.

“Convenience stores continue to drive the growth of the RTD category in the UK, growing +16.5% in value and 10.4% in units,* which is why it is important for us to reward our partner retailers that go the extra mile.”

To support the sponsorship, Four Loko will launch a series of three-day bursts on socials from May, giving music lovers the chance to win festival tickets. 

The social campaign will be further supported by point-of-sale, digital assets and must-stock Four Loko flavours in convenience stores strategically placed in the region of the festivals in the six weeks prior to each festival date.