Phusion Projects has re-introduced its previously-banned Four Loko RTD brand in the UK.
Launched on 5 April, a newly-formulated 8.5% abv version of the vodka-based RTD is now available across selected retailers in the UK and Northern Ireland, as well as on Amazon, in four flavour profiles; Blue, Fruit Punch, Gold and Sour Apple. Seven years ago, UK industry watchdog The Portman Group deemed the brand’s name as being too close to meaning “off one’s head” and advised off-premise operators to stop stocking Four Loko, which at the time carried a 12% abv.
A spokesperson for Phusion Projects told just-drinks earlier this month that the US-based company had been in conversations with The Portman Group ahead of the relaunch.
Additionally, the brand owner confirmed it will support the reintroduction with social media activations and influencer-led campaigns in the coming months.
In August 2019, Phusion Projects launched what it claimed was “the hardest seltzer in the world” in the US at 14% abv.
Are hard seltzers paving the way for ‘soft seltzers’? – click here for a just-drinks comment
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