Two former Billson’s executives are spearheading the launch of cult US RTD range Four Loko in Australia.

Adam Macpherson and Aaron Scalzo are working with Phusion Projects to launch three Four Loko flavours – Blue Cocktail, Citrus Cocktail and Strawberry Lemon Cocktail – across the country.

Four Loko has been a leading RTD brand in the US for almost 20 years. Its UK launch in 2021 was also a huge success, where it has grown to become the number five brand in the convenience sector.

With RTD consumption in Australia more than doubling since the pandemic, Phusion has decided the timing is right to bring the range to Australia.

General Manager at Phusion Projects Gavin Woodroofe said: “We’re setting up our own Australian team on the ground with two of the best. The combination of deep-rooted passion for innovation and well-rounded experience that Adam and Aaron bring aligns perfectly with Phusion and our Four Loko Australia launch.

Created by three university students in 2005, Four Loko quickly gained legendary status in college campuses across the country. Esquire once described it as “arguably the most insane beverage to hit the market since there was actual cocaine in Coca-Cola.

Woodroofe said the product range had been adapted for the Australian market, where it will target consumers aged between 18 and 24.

“We’ve done the research and have found the most desirable product for the Australian consumer that Phusion has to offe,” he said. “We have made our cans 330ml and 7% as opposed to the 440ml at 8.5% that we launched in the UK in 2021.”

Four Loko is being stocked at Coles stores nationally and key independent stores, with on-premise activations to come. Four packs have an RRP of $29.