Red Star Brands has announced the first national retail listing for its RTD brand, Four Loko.
Three flavours of Four Loko – Tropical, White and Blue – are included in the launch, with at least one SKU available in 451 Morrisons supermarkets and 671 Morrisons Daily convenience stores.
The RRP is £3.49 per 440ml, and the brand will also participate in category-wide promotional deals of 2 for £6 and 3 for £8.
Four Loko is a vodka-based drink in 440ml cans (8.4% ABV). The whole range includes nine flavours – White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz, Sour Apple, and Dark Berry Burst.
The US brand launched in the UK in 2021 and is now one of the fastest-growing RTD brands in the UK, adding £7m value growth to the category in the last 52 weeks [IRI L52wks to 18 February 2024].
Clark McIlroy, Managing Director of Red Star Brands, commented: “Four Loko has rocketed since it launched in 2021 and has quickly established itself as the go-to drink for Gen Z consumers looking for unconventional fun and full-on flavour.
“Its move into Morrisons demonstrates a shift in the RTD category as supermarkets recognise the opportunity to grow the category with truly innovative brands. We’re optimistic that Four Loko will continue to defy convention and appeal to Morrisons customers.”
The Morrisons launch activity will include branded POS, followed by a festival ticket competition campaign. The range will be merchandised in the Party Drinks Aisle in both Morrisons and Morrisons Daily stores.
Ben Keegan, Morrisons Buyer – Party Drinks and Gifting, said: “We’re seeing some brilliant innovation in the ready-to-drink category, which is being driven by brands like Four Loko. We’re excited to bring this popular range to our stores which will give our customers a fantastic choice of vibrant pre-mixed drinks.”
