Premium ready-to-drink (RTD) brand Four Loko is launching its new limited edition flavour, Black, just in time for the festive season. The bold new flavour, packed with refreshing notes of mouth-watering kiwi, is set to offer consumers a unique drinking experience with an ABV of 8.4%. The striking black and green can is designed to grab attention and maximise visibility on retail shelves, enhancing sales potential during this peak time of year.
A Bold New Flavour for the Festive Season
Clark McIlroy, Managing Director of Four Loko distributor Red Star Brands, shared: “With the festive season now upon us, this is the perfect time for consumers to get their hands on this limited edition release and embrace the season with an exciting new taste sensation.” The launch of Four Loko Black offers a fresh, fruity blast that promises to stand out in the crowded RTD market.
Available in 440ml cans for an RRP of £3.49, Four Loko Black is a limited-time offering. In-store sales support for the launch includes eye-catching POS materials, such as shelf barkers, wobblers, and digital aisle fins, which will drive traffic to retailers and highlight the new product. Additionally, the Party in a Can campaign, which focuses on influencer and social media marketing, will help engage the brand’s key target audience: Gen Z.
High Hopes for Continued Growth
McIlroy added: “We recognise that new product development (NPD) plays a significant role in sparking consumer interest within the RTD category. Therefore, we’re thrilled to introduce this vibrant new flavour just in time for the Christmas season.” The brand’s previous release, Dark Berry Burst, launched in May 2024, quickly became one of the fastest-selling SKUs, now sitting as the number 2 fastest seller behind Four Loko White.
This surge in popularity of premium-priced RTDs, which have grown faster than any other segment in the past two years, presents significant opportunities for retailers to capitalise on consumer demand.
A Socially Driven Campaign
Four Loko Black will be supported by the Party in a Can campaign, designed to amplify social media engagement with the Gen Z audience. The campaign encourages consumers to share their #FourLokoMoments—authentic experiences where Four Loko is part of the celebration. User-generated content will help build a community of organic brand ambassadors who share real-life experiences of enjoying Four Loko. Selected entrants will have the chance to receive exclusive merchandise and become part of the Four Loko brand story.
To enhance the festive excitement, Four Loko has teamed up with Snappy Shopper in Scotland for special Black Friday promotions, featuring exclusive deals on Four Loko Black. This partnership aims to extend the brand’s reach and excitement throughout the holiday period.
An Expanding Product Range
The introduction of Four Loko Black brings the total range of Four Loko premium vodka-based, caffeine-free RTDs to 10 flavours. These include favourites such as Pink Melon, Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, and Tutti Frutti, all with an ABV of 8.4%. The brand’s diverse flavour portfolio positions it as a leader in the premium RTD market, offering a bold and exciting range for consumers.