Four Loko, the bold and unconventional premium vodka-based RTD brand, has announced an exciting new partnership with the Academy Music Group (AMG), to become its exclusive Ready To Drink partner across 20 O2 Academy venues.
O2 Academy venues, including O2 Academy Brixton and O2 Shepherds Bush Empire, will now stock a range of four Four Loko flavours on their bars, which is a positive development in Four Loko’s expansion into the on-trade and further aligning the brand with live music culture.
Clark McIlroy, Managing Director of Four Loko’s UK distributor, Red Star Brands, said: “This exclusive partnership with AMG is a significant step for Four Loko, which has become one of the fastest growing RTD brands in the UK. The brand appeals to younger consumers who love live music, clubs and having fun with their friends, which is a perfect fit for O2 Academy venues.”
AMG is the UK’s leading owner and operator of nationwide live music and club venues.
Jay Williamson, VP of Sponsorship & Marketing Partnerships, Live Nation UK, said: “We’re excited to welcome Four Loko as an official partner in our venues. The brand has been making waves in the UK, with incredible momentum and growth in the RTD category. As demand for Four Loko continues, we’re excited to give fans the opportunity to enjoy it while experiencing their favourite artists live.
“The new partnership ensures Four Loko is in the hands of music lovers year-round, bringing new energy and new customers into the category. The legend that is Four Loko is only growing.”
The Four Loko lineup now available at O2 Academy venue bars includes:
- Four Loko Blue – a refreshing, sweet berry fusion
- Four Loko White – a crisp, citrus-infused flavour
- Four Loko Strawberry Lemonade – a tangy and sweet combination
- Four Loko Dark Berry Burst – a bold juicy mix of dark berries
The partnership will also create opportunities for VIP and Influencer events, as well as on-site activations and sampling events. It is anticipated that through Four Loko’s availability at the O2 Academy venues, more than 3.5 million people will have the opportunity to experience the brand over the coming year.
Four Loko, a US brand, launched into the UK in 2021 and is now one of the fastest growing RTD brands in the UK. Developed in the USA in 2005 by three friends who met while in college, the premium vodka-based Four Loko quickly established itself as a ‘disrupter’ through its broad range of unconventional flavours and successful marketing drives to create ‘Epic Stories’ for Millennials and Gen Z consumers.
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About Academy Music Group
Academy Music Group (AMG) is the UK’s leading owner and operator of nationwide live music and club venues, including London’s iconic theatres, O2 Academy Brixton and O2 Shepherd’s Bush Empire, and other outstanding sites in regional locations across the UK.
About Four Loko
Born in the USA in 2005, Four Loko quickly dominated the RTD space with its bold flavours and high ABV. It quickly established itself as the leading RTD brand in the US and following its UK launch in 2021, it experienced a similar meteoric rise. It is now one of the fastest growing RTD brands in the UK and is distributed in the UK by Red Star Brands.
Issued on behalf of Red Star Brands by North PR. For further information or interview requests please contact Vickie Rogerson at the Red Star Brands trade press office at North PR, vickie@northpr.co.uk, or Sarah Wheeler, sarahwheeler@northpr.co.uk
