Launch takes the flavour range of the no1 RTD brand in Scotland to 10
Four Loko has launched a new tropical flavour of its vodka-based ready-to drink (RTD) brand called Hawaii, taking the brand’s range to 10 flavours.
The new flavour blends pineapple and raspberry with Four Loko’s signature 8.4% ABV vodka-based, caffeine-free recipe.
A new striking pink, yellow and purple can design is aimed to complement Four Loko’s #TasteParadise summer campaign and has been designed to deliver high on-shelf visibility to help maximise sales and attract shoppers to the fixture.
“This is a flavour that’s unapologetically bold and made for big summer moments,” said Clark McIlroy, managing director at UK distributor Red Star Brands. “With its perfectly balanced tropical twist and punchy finish, Hawaii brings something fresh to the market while staying true to our fans who want flavour-forward, bar-strength drinks in a single serve.”
Four Loko has been busy launching new flavours over the last six months, including its limited edition Black variant, a new kiwi flavoured drink, in November last year and a Camo Mango flavour in March. It has also been very active on social media getting fans of its drinks to post the ‘Four Loko moments’ on social media and has used influencers to publicise the brand.
The brand, which launched in the UK in 2021, is celebrating significant growth (+28.1% over the last 12 months); and is now worth over £18m in convenience sales. (IRI FAB L52wks 23.02.2025). It is also the No. 1 RTD in Scotland (IRI RTD L12wks Scotland Regions data to 20.04.25).
Four Loko will be featured in upcoming music, festival and trade activations throughout the summer including Barcode Festival 2025 in July. The festival, which is taking place in Hampstead Heath in London, raises funds for GroceryAid, the charity for the grocery industry.
Four Loko Hawaii is now available with a RRP of £3.49 for a 440ml can.
