For the first time, Phusion Projects is entering the spirits business, launching a new line of spirits, Four Loco Shots.
Available in 750 ml bottles, Four Loko Screwball, Dragon’s Breath and Green Tornado Shots “deliver an experience as intense as the names,” the company said. From 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.