Four Loko Evolves with New Line of Hard Liquor
Phusion Projects, LLC, the makers of Four Loko, are releasing a new line of spirits, Four Loko Shots. This marks Four Loko’s first foray into the liquor business, as the company continues to use innovation as a springboard for sustained growth.
Available in 750 ml bottles, Four Loko Screwball, Dragon’s Breath and Green Tornado Shots deliver an experience as intense as the names. From its neon colors to graphic imagery, Shots is intended to be unorthodox and bold in name, liquid, and flavor.
“Four Loko’s unabashed reputation always made the expansion into spirits attractive to us,” said Phusion Projects’ VP of Sales for Wine and Spirits, Gerry Macchia. “A Four Loko hard liquor had to be created in a manner authentic to the brand. One example is the use of experience-based names to describe what it feels like to take the shot, as opposed to simply the flavor.”
With the release of Shots, the company now extends its presence into on-premise accounts, a territory that has been mostly unchartered for the company’s flavored malt beverage-based product portfolio.
“Four Loko needed to win more occasions,” added Phusion’s President, Jim Sloan. “Our audience’s appetite for adventurous options doesn’t end at the pregame.”