Premium RTD rolls out limited edition variant
PREMIUM vodka-based RTD brand Four Loko has launched its new limited edition Black variant, offering consumers a new kiwi flavoured drink for the winter.
With an ABV of 8.4%, the new Four Loko Black delivers a fruity blast to “excite the senses” in a striking black can with a vibrant green liquid inside.
Available in 440ml cans, the new limited edition flavour has an RRP of £3.49 with sales support focusing on the new ‘Party in a Can’ campaign. This will see a range of new in-store POS materials made available to retailers including shelf barkers, wobblers and digital aisle fins, as well as a presence across high-profile social media and influencers.
Further to this, consumers will be encouraged to share their own #FourLokoMoments across social media platforms that will offer selected entrants the chance to win some exclusive merch and be part of “Four Loko’s brand story”.
Additionally, the brand has also partnered up with delivery platform Snappy Shopper in Scotland for Black Friday promotions, offering exclusive deals on Four Loko Black to further amplify excitement for the brand going into the festive season.
Clark McIlroy, managing director at Four Loko distributor Red Star Brands, said: “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.
“We know that NPD drives consumer interest in the RTD category so we’re excited to add some more vibrant colour in the run-up to Christmas.
“Dark Berry Burst launched in May 2024 and is now the number 2 fastest selling SKU behind Four Loko White, so we have high hopes for Black.
“The fact that premium priced RTDs have grown faster than any other segment in the last two years means that there are some great opportunities out there for retailers to capitalise on this popularity.”
