Four Loko, one of Scotland’s most popular RTD brands, has been named as sponsor of this year’s TRNSMT music festival.
The event takes place in Glasgow from 12 to 14 July and Four Loko will also sponsor Manchester’s Parklife (8 to 9 June) as well as Leeds Festival (21 to 25 August).
Four Loko is available in nine flavours with an 8.4% ABV in 440ml cans. The full range will be showcased across the festivals, in bars and VIP areas. The brand plans to create “unapologetically fun and unforgettable experiences” within its Four Loko stage at the events, with top DJs, chilled cans and house party vibes.
To support the sponsorship, a series of three-day bursts on socials will give music lovers the chance to win festival tickets. This will be followed by an in-store ‘Scan to Win’ competition.
The social campaign will be further supported by Four Loko POS, digital assets and must-stock Four Loko flavours in top convenience stores located in the region of the festivals in the six weeks prior to each festival date.
The sponsorship deals form part of a £1.5m investment to drive core and category visibility in 2024 with activations, disruptive POS, category signage in the off-trade, social media, digital executions, and campaign-led influencer programmes across the summer.
Stacey Caldwell, Marketing Manager for Four Loko’s UK distributor Red Star Brands, commented: “Four Loko found its home at music festivals, so we are very excited to announce that the brand is a key sponsor at three of the biggest UK music festivals. As we defy convention with our products, we are always looking to create unforgettable experiences and drive trial to our consumer base.
“Convenience stores continue to drive the growth of the RTD category in the UK, growing +16.5% in value and 10.4% in units, which is why it is important for us to reward our partner retailers that go the extra mile.”
