US beverage brand, Phusion Projects, is bringing Four Loko RTDs to Australia this summer, in flavours Blue Cocktail, Citrus Cocktail, and Strawberry Lemon.
The fruity beverage has recently seen success in the UK, and is the leading RTD brand in the US. With Australian consumption of RTDs doubling since pre-pandemic, Phusion said it was the right time to bring the iconic drink across the Pacific, and the opportunity to open up a steadily growing market worth $1.3 billion as of 2023.
Phusion Projects general manager, Gavin Woodroofe, said the team was thrilled to be able to take Four Loko to the next level and create even more epic stories down under.
“Four Loko has consistently been a top seller in the United States, and we are anticipating that Australians will be keen to make this new product their new number one drop, especially our target audience aged between 18 and 24,” said Woodroofe.
“We’ve done the research and have found the most desirable product for the Australian consumer that Phusion has to offer. We have made our cans 330ml and 7% as opposed to the 440ml at 8.5% that we launched in the UK in 2021.
“Consumers are always looking for something new and unique to try and Four Loko offers the perfect product to meet this demand. Our fruity flavours are a delicious concoction that people come back for time and time again.”
The Australian launch will be led by Adam Macpherson and Aaron Scalzo, sales leaders for Billson’s Beverages, which went into voluntary administration in August.
Woodroofe said their specialised and unique understanding of Australia’s novelty RTD market would align perfectly with Phusion and the launch.
Four Loko will be available at Coles Liquor stores nationally, as well as key independent stores, for RRP $29 in a four-pack.
