Sourz Shot Drink Relaunching as Mixable Spirit

The Sourz logo and packaging has been updated to “portray a stylish mixable spirit for 21-35 year-old brand-conscious consumers of both sexes”.

04/07/08 The re-launch of Sourz, said to be the fastest-growing spirit in the UK on- and off-trade, includes new-look packaging, a new flavour and a marketing campaign entitled “Add some zing”.

The new packaging follows extensive research into consumer and market trends, and communicates the premium credentials of the brand. It will be available to the trade from August and is said to take Sourz “closer to mixable spirit competitors whilst maintaining the key features of the current design”.

The Sourz logo and packaging has been updated to “portray a stylish mixable spirit for 21-35 year-old brand-conscious consumers of both sexes”.

The new Sourz Blackcurrant comes two years after the last product launch from the brand, Sourz Cherry. These additions complement the flagship Sourz Apple, as well as the Tropical and Pineapple flavours that complete the range of five variants. The new flavour will be integral to the brand’s consumer marketing activity in 2008.

Maxxium UK brand manager for Sourz, Mark Docherty, said: “Sourz is evolving. The new packaging is like nothing else in the trade and our zingy new blackcurrant flavour is exceptional.

“We are investing heavily in extending the drinking occasion of Sourz and in turn broadening the appeal of our brand. Many licensees and consumers already recognise that the fruit flavours of Sourz taste great in long drinks and we believe there is a huge opportunity in promoting its mixability further.

“The brand has grown by 20% for the past eight consecutive years. The ‘Add Some Zing’ campaign this autumn will put Sourz front of mind for many more consumers and significantly build profit opportunities for publicans and retailers.”