After celebrating success in the Scottish wholesale category, a vodka-based ready-to-drink (RTD) popular with Gen Z consumers, has recently relocated its premises and distribution centre to The Central Belt in Scotland.
The move by Four Loko aims to reduce food miles, support Scottish business and improve the wholesale service by reducing fulfilment times and offering rapid delivery.
It follows other recent milestones achieved by the RTD, including winning the Scottish Wholesalers Association 2023 Achievers Award, for the ‘Project Wholesale’ category, just 18 months after its launch in the UK.
The awards took place on 23rd February at the O2 Academy in Edinburgh, and highlighted best practice, outstanding performance and innovation across all areas of the wholesale trade in Scotland.
Since its launch in the UK in 2021, Four Loko has sold five million cans, expanded its range, and contributed £5.6 million to the category in Scotland*. Distributed across the country by Red Star Brands, it is the fastest selling RTD in the market and 2nd biggest RTD brand in Scotland**
Clark McIlroy, managing director at Red Star Brands said: “When we first launched Four Loko to the UK in 2021, we were excited to revive the dwindling RTD market with a newer, fuller flavoured rival, bringing provenance from America and acting as an exciting novelty to our Gen Z audience.
“Safe to say that the novelty hasn’t worn off, especially with Scottish consumers, who have remained Four Loko’s biggest fans over the years, so it made perfect sense to move the distribution and keep freight costs down for our biggest wholesale clients.”
Available in all Scottish wholesalers, Four Loko’s initial range of Blue, Fruit Punch, Gold and Sour Apple later expanded with the additions of Strawberry Lemonade, Tropical, and for a limited time in 2022, Sour Blue Razz, with further flavours launching later this year.
Andy Ferguson, business development manager in Scotland, added: “We are absolutely delighted to win a Scottish Wholesalers Association 2023 Achievers Award for Four Loko, which is something our team has been gaining traction on for several years now, thanks to the region’s leading independent wholesalers.
“The success seen with the Scottish market is second to none and we know this is because of the growing desire from consumers who crave fuller flavoured RTDs that don’t contain any energy stimulants; rather than hard seltzers which lack the flavour and taste that Scots are seeking.”
*IRI Central and North Scotland 30.10.22
** IRI Total Market 52 weeks 22.01.23
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