RTD brand rolls out further fruity tastes
VODKA-BASED ready-to-drink (RTD) brand Four Loko has unveiled its latest flavour with the addition of its new Pink Melon variant.
Aiming to add in a fruity twist to parties this summer, the new Pink Melon variant blends together flavours of watermelon, sweet raspberry and zesty lime as the brand aims to appeal to its core audience of Gen Z and millennial adult drinkers.
The caffeine-free RTD launch comes in a 440ml can with an ABV of 8.4% and an RRP of £3.49 each with a distinctive pink design to help improve stand out on the shelf and capture the attention of shoppers along the way.
Parent company Red Star Brands said the new RTD flavour will help to add in the “perfect” option for a pre-mixed drink for summer parties, casual get-togethers or as a way to add in some extra flavour to unwind after a long day.
The new Pink Melon variant will join the core range from Four Loko on shelves across the UK which already includes Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple.
This also marks the second launch in recent months from Four Loko after the brand rolled out its Dark Berry Burst variant earlier this year.
Clark McIlroy, managing director of Four Loko distributor Red Star Brands, said: “This refreshing fruity new addition is a true taste of summer and a natural addition to the popular and already extensive Four Loko lineup.
“The RTD category is currently experiencing rapid growth, with vodka-based drinks within RTDs enjoying over 37% share.
“It’s a great time to maximise the opportunities associated with this demand, especially as Four Loko is renowned for being the go-to choice for those seeking full-on fun and flavour.
“We’re thrilled to introduce this sensational new flavour and are confident that Pink Melon will both satisfy our consumers’ thirst for innovation and continue to excite them through the summer and beyond.”
