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Phusion Projects, Chicago, introduced a new flavor to its Four Loko line of flavored malt beverages (FMBs). Blue Hurricane, a tropical-flavored FMB with 12 percent alcohol by volume, will phase out the brand’s Coco Loko flavor as it gains distribution this spring. The new flavor continues the brand’s trend of bringing cocktail flavors to the beer category, the company says.
Additionally, Phusion Projects timed the new Four Loko flavor release to coincide with its Spring Escape marketing campaign, which will help promote the new flavor to consumers of legal drinking age in Panama City, Fla., and South Padre Island, Texas. As part of the program, the company will select 16 winners (eight per city) to participate in its VIP Spring Escape Experience. This will include dinners, meet-and-greets with bands and DJs, and a slew of free parties for both day and night entertainment. In addition to the VIP component, Four Loko will sponsor activities throughout the month of March in both cities, with Spinnaker’s Beach Club in Panama City and Clayton’s Beach Bar in South Padre Island acting as the base of operations in each market. Additionally, the Four Loko social media team will be on hand delivering live tweets, including daily band and DJ spotting updates and Fashion Shots of the Day.
“It’s the perfect time to roll out this particular flavor of Four Loko, as Blue Hurricane has a tropical flavor that makes you feel like you’re on vacation,” said Jim Sloan, president of Phusion Projects, in a statement. “Phusion Projects continues to showcase our ability to create new flavors that consumers love.”