Premium vodka-based RTD brand Four Loko has extended its range with the launch of an exciting and innovative new flavour, Dark Berry Burst.
Delivering a mix of vibrant, tangy blackcurrant flavours, Dark Berry Burst comes in 440ml cans (8.4% ABV) with an RRP of £3.49.
“RTDs are enjoying a major period of reinvigoration and the forecast for RTDs is extremely exciting, with particular emphasis on at-home occasions and the linked opportunity to drive sales,” commented Clark McIlroy, Managing Director of Four Loko distributor Red Star Brands.
“Four Loko enjoys a well-earned reputation for being the go-to drink for those seeking unconventional fun and full-on flavour. Taste is perhaps the top consideration when it comes to RTD preferences so staying ahead of the curve is critical.
“We’re confident that Dark Berry Burst, with its fresh fruity vibes and big flavour profile, will be the perfect summer pre-mix for all occasions,” he added.
Dark Berry Burst joins the existing Four Loko line up of eight exciting flavours – White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple (all 8.4% ABV), and like the rest of the range, is caffeine-free.
Four Loko, a US brand, launched into the UK in 2021 and has since experienced meteoric success. It is one of the fastest growing RTD brands in the UK adding £7m value growth to the convenience sector (L52wks to 24 December 2023) and also has 8 of the top 13 fastest-selling SKUs in GB convenience (by value).
“The continuing squeeze on household incomes increasingly means that staying in remains the new going out, but the consumer thirst for innovation signals a clear demand for flavourful imagination,” added McIlroy. “Dark Berry Burst delivers yet another great Four Loko experience to help retailers capitalise on changing consumer habits and bolster sales and profitability.”
The launch of Dark Berry Burst will be premiered at the National Convenience Show on 29 April and supported in-store with visibility including wobblers, shelf barkers and chiller branding.
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