Four Loko teases a hard seltzer with three times more alcohol than the others

Four Loko teases a hard seltzer with three times more alcohol than the others

News Staff

It looks like Four Loko is joining the crowded hard seltzer market.

The brand behind the colorful cans of high-alcohol malt beverages tweeted a photo Tuesday night of Four Loko Seltzer Sour, a seltzer subtly infused “with a hint of blue razz.”

The can touts it as the “hardest seltzer in the universe,” which it very well may be: The drink contains 14% alcohol by volume, nearly three times as much as leading alcoholic seltzers like White Claw.

It joins a lineup of unnaturally neon-hued gas station favorites like Watermelon, Sour Apple and Gold — which, according to the website, tastes like gold?

Four Loko’s parent company, Phusion Projects, didn’t respond to a request for comment or share a release date for the seltzer, so those searching for a more hardcore fizzy water will have to wait.

Hard seltzer sales are skyrocketing

Whether a Four Loko seltzer should exist is one thing, but it’s probably a shrewd business decision: Spiked seltzers are having a major moment.

White Claw’s sales accounted for nearly 55% of all hard seltzer sales for the week of July 4, a 200% increase since 2018’s Fourth of July sales, according to data from Nielsen.

Together, White Claw and Truly, the second-largest seltzer brand, dominate nearly 85% of spiked seltzer sales, which have grown almost 200% across the market since last year, Nielsen reported.

The low-calorie, low-sugar drinks are often advertised as a healthier alternative to beer, though they pack a similar alcohol content, usually around 5% ABV.

It’s unclear how long the reign of spiked seltzers will last, but let’s hope it’s enough to find out whether Four Loko’s “blue razz” version is neon blue.