Red Star Brands has announced the second major supermarket listing for its RTD brand, Four Loko.
The Pink Melon and White flavour of the vodka-based drink (8.4% ABV) will be listed in 1,400 Tesco stores this month (RRP £3.49 per 440ml can).
The US brand launched in the UK in 2021 and has proved popular with Gen Z and Millennial consumers. It has driven growth through the convenience sector, adding nearly £7m in value terms over the last year and becoming one of the top value contributors to the RTD category.
Clark McIlroy, Managing Director, Red Star Brands, commented: “Four Loko is positively disrupting the RTD category, increasing value, and driving incremental growth via its larger can format, clean vodka base, and great flavours but, critically, without including ANY energising ingredients.
“It’s fantastic that this is now being recognised by the grocery multiples, and we’re delighted to become a key footfall and growth driver in Tesco’s category too.2
Four Loko launched three SKUs – Tropical, White and Blue – in 1,000+ Morrisons stores in April.
