Four Loko has announced a 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 Glasgow, will now stock a range of four Four Loko flavours on their bars, expanding the brand in the on-trade and further aligning it with live music culture.
The partnership will also create opportunities for VIP and Influencer events, as well as on-site activations and sampling events. It is anticipated that more than 3.5 million people will have the opportunity to experience the brand over the coming year through the deal.
The move is also likely to boost Four Loko’s already booming sales in the off-trade. It is already the biggest RTD brand in Scottish convenience stores, with 34.3% market share and Four Loko White 440ml the country’s top-selling RTD SKU.
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.”
