Vodka-based RTD brand Four Loko has announced a new partnership with the Academy Music Group (AMG) to become its exclusive Ready To Drink partner across 20 O2 Academy venues.
O2 Academy venues, including O2 Academy Brixton and O2 Shepherds Bush Empire, will now stock a range of four Four Loko flavours on their bars.
Clark McIlroy, Managing Director of Four Loko’s UK distributor, Red Star Brands, said: “This exclusive partnership with AMG is a significant step for Four Loko, which has become one of the fastest growing RTD brands in the UK. The brand appeals to younger consumers who love live music, clubs and having fun with their friends, which is a perfect fit for O2 Academy venues.”
AMG is the UK’s leading owner and operator of nationwide live music and club venues.
Jay Williamson, VP of Sponsorship & Marketing Partnerships, Live Nation UK, said: “We’re excited to welcome Four Loko as an official partner in our venues. The brand has been making waves in the UK, with incredible momentum and growth in the RTD category. As demand for Four Loko continues, we’re excited to give fans the opportunity to enjoy it while experiencing their favourite artists live.”
Red Star Brands noted that the partnership will also create opportunities for VIP and Influencer events, as well as on-site activations and sampling events. It is anticipated that through Four Loko’s availability at the O2 Academy venues, more than 3.5 million people will have the opportunity to experience the brand over the coming year.
