Four Loko, a leading RTD brand, has introduced a new limited edition flavour, Black, which surprises with its vivid green colour and refreshing kiwi flavour. With an ABV of 8.4%, Four Loko Black promises a vibrant, fruity experience in a striking black and green can, enhancing visibility on store shelves.
Clark McIlroy, Managing Director of Red Star Brands, Four Loko’s distributor, shared: “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.”
This seasonal release, available in 440ml cans for £3.49, is supported by the ‘Party in a Can’ campaign, which includes POS materials such as shelf barkers, wobblers, and digital aisle fins, in addition to targeted social media and influencer outreach.
“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,” said McIlroy. “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 campaign engages Gen Z consumers through social media, inviting them to share their #FourLokoMoments and become organic brand advocates for Four Loko.
Selected entries will receive exclusive merchandise and become part of the Four Loko story. To further support the launch, Four Loko has partnered with Snappy Shopper in Scotland for Black Friday offers, adding to the festive excitement.
“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 are available in 440ml cans. Four Loko Black brings the total flavour range to 10, with options like Pink Melon, Dark Berry Burst, White, Strawberry Lemonade, and others, each with an 8.4% ABV.
