Four Loko, the premium RTD brand, has launched a new limited edition flavour, Black, with a surprising green appearance and refreshing kiwi taste. With an ABV of 8.4%, Four Loko Black is designed to offer a bold, fruity experience that grabs attention with its unique black and green packaging, maximising shelf appeal.
Clark McIlroy, Managing Director of Red Star Brands, Four Loko’s distributor, commented: “With the festive season now upon us, 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 is available in 440ml cans, with an RRP of £3.49, for a limited period. The launch is accompanied by the ‘Party in a Can’ campaign, featuring in-store POS materials like shelf barkers, wobblers, and digital aisle fins, along with social media and influencer promotions.
McIlroy added: “We know that NPD drives consumer interest in the RTD category so we’re excited to add some more vibrant colour in the run-up to Christmas. Dark Berry Burst launched in May 2024 and is now the number 2 fastest selling SKU behind Four Loko White, so we have high hopes for Black. 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.”
The ‘Party in a Can’ campaign is aimed at Gen Z consumers, encouraging them to share their #FourLokoMoments on social media, creating authentic brand ambassadors.
Selected participants will win exclusive merchandise, joining Four Loko’s brand story. Additionally, Four Loko has partnered with Snappy Shopper in Scotland for Black Friday promotions, amplifying brand visibility during the holiday season.
“The idea is to bring to life the brand’s authentic, bold positioning while driving deeper connections through social engagement,” added McIlroy. “This exciting campaign is anchored by out-of-home executions and influencer content that complement these consumer-driven stories.”
Four Loko’s vodka-based, caffeine-free RTDs, available in 440ml cans, now total 10 flavours with the addition of Four Loko Black, joining options like Pink Melon, Dark Berry Burst, White, and others, each at 8.4% ABV.
