Limited Four Loko variant makes a comeback for autumn
RTD brand Four Loko has brought back its kiwi-flavoured Black variant for a limited time this autumn in Scotland and online.
First launched in 2024, Four Loko Black saw masses of success in Scotland with 250,000 units sold exclusively in the Scottish market and it grew rapidly to become the third-bestselling RTD in Scotland at launch.
The variant is now back on shelves in a 440ml can at the brand’s 8.4% ABV with an RRP of £3.69 per can in a bid to recreate this success for this year.
The relaunch will also be supported by an innovative and high profile social media campaign featuring exclusive discount codes and prize giveaways, including a ‘scan to win’ mechanic found across cans of the RTD to tie in with the Black Friday sales event in November.
Four Loko has also rolled out a tranche on in-store PoS materials, including shelf wobblers and barkers, floor stickers and pop-up banners.
Ryan McCann, director at Red Star Brands – distributor for Four Loko in the UK, said: “With the festive season fast approaching, 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.
“Four Loko Black delivers a distinctive flavour designed to stand out in a category where consumers are actively seeking new and exciting taste experiences.
“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.
“Kiwi offers a less conventional fruit profile versus the berry, citrus and tropical flavours that dominate much of the RTD landscape – giving Black a clear point of difference on shelf.”
