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3 May 24

Red Star Brands, an innovative distributor of disruptive drinks and snack brands, has announced the first national retail listing for its RTD brand, Four Loko.

Three flavours of Four Loko – Tropical, White and Blue – will be included in the launch with at least one SKU available in 451 Morrisons and 671 Morrisons Daily stores. The brand will start to roll out to all stores at the end of April 2024.

The RRP is £3.49 per 440ml and the brand will also participate in the ongoing category-wide promotional deals of 2 for £6 and 3 for £8.

Four Loko is a high ABV vodka-based drink in 440ml cans (8.4% ABV) in eight vibrant flavours – White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple.

The US brand launched into the UK in 2021 and has had a meteoric ascension to become the #5 brand in total GB convenience. It is one of the fastest growing RTD brands in the UK adding £7m value growth to the category in the last 52 weeks. [L52wks to18 February 2024].

With the total flavoured alcoholic beverages market worth £510 million in the UK, Four Loko has the #1 fastest selling SKU & 8 of the top 13 fastest selling SKUs in GB convenience (value).


Clark McIlroy, Managing Director, Red Star Brands, commented: “Four Loko has rocketed since it launched in 2021 and has quickly established itself as the go-to drink for Gen Z consumers looking for unconventional fun and full-on flavour.

“Its move into Morrisons demonstrates a shift in the RTD category as supermarkets recognise the opportunity to grow the category with truly innovative brands. We’re optimistic that Four Loko will continue to defy convention and appeal to Morrisons customers.”

The Morrisons launch activity will include branded POS including flags and signs to signpost the range instore, followed by a festival ticket competition campaign to reward customers. The range will be merchandised in the Party Drinks Aisle in both Morrisons and Morrisons Daily stores.

Ben Keegan from Morrisons said: “We’re seeing some brilliant innovation in the ready to drink category which is being driven by brands like Four Loko. We’re excited to bring this popular range to our stores which will give our customers a fantastic choice of vibrant pre-mixed drinks.”

Four Loko was developed in the USA in 2005 by three friends who met while in college. It has established itself as the leading RTD brand in the US, with its broad range of flavours and successful marketing drive to create ‘Epic Stories’ for millennials and Gen Z consumers.

Four Loko flavours include Dark Berry Burst, Tutti Frutti, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple in 440ml cans (8.4% ABV).

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