Red Star Brands’ Andy Ferguson tells us why RTDs are big business and what makes Four Loko a must-stock.
Why should Scottish local retailers be excited about alcoholic RTDs?
The RTD category in Scotland continues to grow, with significant year-on-year gains driven by changing consumer preferences, particularly in single-serve formats. In fact, RTDs are driving growth in the wider BWS convenience space. Along with Low and No Alcohol, RTDs are one of the only groups not in the red. Retailers must stay focused on the cash profit delivered from everything they offer their customers (especially from the chiller) and the correct, growing range of RTDs offers high rates of sale and cash.
How is Four Loko performing in the Scottish convenience channel?
Smashing it! Four Loko has been at the forefront of recent significant growth within the Scottish convenience channel, becoming the No.1 RTD brand in Scotland within just four years of launch and outpacing established players like Dragon Soop and the widely distributed AU Vodka RTDs. This reflects both consumer appetite for mid-strength, convenient drinks and the shift away from traditional beer and cider multipacks.
What trends are you seeing and how is Four Loko adapting?
Flavour is the number one purchase driver. Consumers want bold, fruity flavours that deliver on taste. Trends are moving toward tropical profiles, hybrids (e.g. candy-inspired), and nostalgia-based flavours. Four Loko’s recent launches, including Dark Berry Burst, the limited-edition Four Loko Black, Camo Mango flavour and the new Hawaii, speak directly to this demand.
Tell us more about Four Loko’s new Hawaii flavour
Four Loko’s latest new flavour, ‘Hawaii’, is sunshine in a can – a fresh and punchy mix of pineapple and raspberry, combined with Four Loko’s signature 8.4% ABV vodka-based, caffeine-free recipe. It delivers a perfectly balanced tropical twist with the all-important dry hint coming from the vodka at the end. It also brings something fresh to the market while staying true to Four Loko fans who want flavour-forward, bar-strength drinks in a single serve.
How can local retailers capitalise on new alcoholic RTD launches?
RTDs are under-spaced in many Scottish convenience stores. Outdated shelf plans often allocate too much space to slow-moving wines or multipack beers. Retailers should:
- stock disruptive, flavour-forward brands like Four Loko which create word-of-mouth buzz and boost footfall organically;
- expand RTD space with clearer segmentation by ABV and flavour;
- position their offer around key calendar days or local events with limited-time offers and themed displays, which – with fridge-fresh options – all drive loyalty;
- rotate seasonal NPDs and promote trial packs.
What does the future hold for alcoholic RTDs within the Scottish convenience channel?
One thing’s for sure, the opportunity for accelerating growth is significant. Retailers need to cut slow-moving, low-cash brands that just don’t deliver and rethink the space share between categories within BWS. There will be truly unique RTD brand launches in the future, creating new and exciting sub-categories to explore. Watch this space!
