RTD brand Four Loko is targeting Gen Z and Millennials with its new Pink Melon variant.
Caffeine-free Pink Melon blends high quality vodka with natural summer fruit flavours at 8.4% ABV, and comes in a distinctive pink 440ml can (RSP £3.49).
“This refreshing fruity new addition is a true taste of summer and a natural addition to the popular and already extensive Four Loko line-up,” said Clark McIlroy, Managing Director of Four Loko distributor Red Star Brands.
“The RTD category is currently experiencing rapid growth, with vodka-based drinks within RTDs enjoying over 37% share,” he added. “It’s a great time for retailers to maximise the opportunities associated with this demand, especially as Four Loko is renowned for being the go-to choice for those seeking full-on fun and flavour.”
Pink Melon extends the existing Four Loko range of RTDs which includes Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple.
Originating in the UK, Four Loko launched into the UK in 2021, and is now one of the fastest growing RTD brands in the UK, adding £17.3m value growth to the grocery sector (IRI Data up to 12/05/24).
Four Loko has also seen huge success across the convenience sector quickly rising to the #5 brand in total GB convenience and now has 7 of the top 13 fastest-selling SKUs in GB convenience (by value).
