Four Loko unveils first Bold Series varieties as brand grows segment share

CHICAGO — Phusion Projects, maker of the Four Loko brand of malt beverages, announced Wednesday the first of the product innovations that it has scheduled for this year with the launch of its Four Loko Bold Series. The announcement also comes as the company marks a robust sales year. 

 

Four Loko Bold Series’s first two additions are Four Loko Frost and Four Loko Blaze. 

 

“Four Loko Bold Series is born out of nights that are a little bigger, a little crazier, and a little more unexpected,” Phusion Projects president Jim Sloan said. “The line caters to consumers who dare to create their own unique and epic stories.”

 

Four Loko, which saw a reformulation in 2010 to remove caffeine, guarana and taurine from its ingredients list, said that by the end of 2016, it had outpaced growth in the flavored malt beverage segment for 15 consecutive months, according to IRI data. IRI data also shows that Four Loko has a 24.6 dollar share in the FMB segment among 24/25-fl. oz. cans, and that its brand family dollar sales were up 8% from 2015.  

 

“On the heels of a great year, we continue to stay true to what our consumers tell us they want and enjoy most,” Sloan said. “Four Loko drinkers are spontaneous, choosing to live in the moment. We wanted to take the spirit of the Four Loko brand and build on it. This led us to create the Four Loko Bold Series — the first line in a series of product innovations Four Loko will be releasing in 2017. Everything about Bold is based on a thirst for adventure, from the product design to unconventional flavor names.”

 

Four Loko Bold Series is sold in 23.5-fl. oz. cans and are available nationwide.