Matching consumer demand for high intensity RTDs
READY-TO-DRINK (RTDs) brand Four Loko has unveiled its new high-ABV Remix range in a bid to respond to rising consumer demand for stronger drinks in the off-trade.
The exclusive UK launch from the brand offers shoppers a duo of high-intensity vodka-based RTD options in Peach Pulse and Berry Blitza flavours that deliver a punchy 12% ABV RTD – a step up from the brand’s more standard 8.4%.
Described as “Four Loko evolved” by UK distributor Red Star Brands, the new variants also come in sleek 330ml recyclable and resealable tetra packs, helping to add some additional stand-out on shelves for the RTD section in stores.
The new range also follows on from Four Loko’s Hawaii launch which brought its core range of drinks up to a round 10.
Both Four Loko Peach Pulse and Berry Blitza are available to UK convenience and wholesale channels now at £4.50 RRP per pack. The launch is also set to be supported in-store through a wide range of POS materials and FSDUs to draw shoppers’ attention in store, as well as a GB-wide user-generated content campaign across Instagram and TikTok channels.
Ryan McCann, director at Red Star Brands, said: “High ABV brands have added over £68m to the category in the last year and are growing at 103% in the 12 weeks to 28 December which offers retailers some fantastic opportunities to capitalise on this trend.
“The REMIX RTDs are Four Loko evolved. Both are uncarbonated and caffeine-free for a cleaner sip and a longer drink, while the innovative Tetra Pak packaging is lightweight, strong and highly portable, ideal for on the go convenience.
“For retailers, the striking, brightly coloured design ensures high on-shelf visibility to help attract shoppers to the fixture and maximise impulse purchases.
“With High ABV RTDs increasingly popular in nightclubs and at parties and social gatherings, we’re confident Four Loko REMIX will be a big hit with consumers seeking the next big RTD experience.”
