American ready-to-drink (RTD) alcohol brand Four Loko has secured a listing with Morrisons Daily for three of its lines.
The brand’s Tropical, White and Blue varieties are available to 671 Morrisons Daily sites, as well as 451 Morrisons supermarkets. This marks its first national symbol-specific listing.
With an 8.4% ABV, each line has a £3.49 RRP for a 440ml can. There will also be promotional deals of two for £6 and three for £8.
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Since launching in the UK in 2021, Four Loko has become one of the fastest-growing RTD brands in the UK, having added £7m value growth to the category in the past 52 weeks.
Ben Keegan, Morrisons buyer – party drinks and gifting, said: “We’re seeing some brilliant innovation in the RTD category which is being driven by brands like Four Loko. We’re excited to bring this popular range to our stores which will give our customers a fantastic choice of vibrant pre-mixed drinks.”
The listing includes branded PoS for stores including flags and signs, as well as a festival ticket competition campaign for shoppers.
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