Four Loko is reinventing itself to appeal to Gen Z. After years of adjusting its recipe and image, Four Loko is bringing out a refreshed marketing. The brand is investing heavily in social media partnerships, after seeing a 64% increase in sales over the past five years by collaborating with influencers and sponsoring events like Live Nation festivals and NASCAR to reach young consumers. And while the number of young people who say they never drink is increasing each year, YPulse data shows that 73% of 21-39-year-olds like trying new flavors and brands of alcoholic drinks. That’s where Four Loko’s new flavor Camo, a sour citrus drink with camo print branding, comes in. The brand is betting on flavors like this to keep young consumers excited about trying something new, even though the drink has been around for years. (Modern Retail)
👀 Read more from YPulse: Why Aren’t Young People Drinking as Much These Days?
