New Bottle Redesign For Sourz

17 Jun 2014 --- Sourz, the leading young adult spirits brand distributed by Maxxium UK, has revealed the biggest change to their brand aesthetic to date with a radical bottle redesign that embodies the brand’s sense of spontaneity and fun.

Each bottle has a colourful new skin tailored to each flavour across the current Sourz line-up of Apple, Mango, Raspberry, Cherry, Tropical and Toffee Apple. The vibrant bottle redesign reveals a dynamic, fruity ‘splash’ pattern and has brought the packaging right up to date.

In a strategic move to increase stand out and stay relevant to the target consumer, the redesign of the bottle also uses specialist ink which glows under UV light in an on-trade bar or club environment. This eye-catching effect adds an additional element of intrigue and fun to the brand’s on-trade appeal.

Emma Heath, marketing controller at Sourz said: “We wanted to reinforce Sourz’ position as a fun, young adult brand and give the Sourz the standout on shelf and on back bars that a market leader deserves.

“Our design team at JKR in London reached into the core principles of Sourz and came up with the final skin design that is inspired by the hand stamps that are often seen in nightclubs. We are delighted with Sourz’ new look which truly embodies the colourful fun and dynamism of the brand. We can’t wait to see reaction from our fans!

“By continuing to excite consumers and lead innovation, we aim to retain drinkers, fuel further growth and bolster our position in the young adult brand category. Sourz is already known for its zingy taste and fruity flavours and we feel the new bottle design really captures the lively characteristics synonymous with the Sourz brand.”

The bottle redesign will be rolled out across the entire Sourz range from late May and coincides with the launch of the fully integrated ‘This is our Summer’ campaign and the national launch of new Sourz Toffee Apple. The campaign includes a high profile media partnership with Vevo and activation across the on and off trade. This activity is underpinned by continued engaging social media activity which strengthens the brand’s emotional connection with fans.