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13 May 21

As Britain’s love affair with flavoured alcoholic beverages continues into 2021, the category prepares for an injection of excitement as US-leading brand Four Loko launches in the UK.

Created over a decade ago by three friends who met while in college; Four Loko has established itself as the leading Ready to Drink brand in the US. With its broad flavour range and successful marketing drive to create ‘Epic Stories’ for millennials and Gen Z consumers across America.

Taking the number one and two spots in value sales in the US market for the past five years*, the brand will launch four flavours – Blue, Fruit Punch, Gold and Sour Apple, at 8.5% ABV within the UK’s off-trade channels.

It is offering the target consumer the perfect at-home, unconventional, full-flavoured, ready to drink beverage, in a convenient 440ml can format.

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 fuelled by innovation within the traditional Ready to Drink space.  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. 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.

Gavin Woodroofe, UKIRE Manager, Phusion Projects

With the total flavoured alcoholic beverages market worth £382.1 million in the UK. Four Loko aims 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-comm website for its fully engaged fan base, offering merchandise and product for sale.

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

Managing director Clark McIlroy

Four Loko will be available on Amazon, selected wholesalers in GB and Northern Ireland including Filshill, as well as selected NISA and Eurospar and Spar stores in Northern Ireland.

*IRI Total US Conv 1 CT 24OZ FMB Brand Family – 2015 – 2020 YTD Ending 8/23/20

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