Sourz rebrands with 4m investment

The re-launch of Sourz, a brand of significant scale and the fastest growing spirit in the UK* on and off trade, includes new-look packaging, a new flavour and an innovative 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 takes Sourz closer to mixable spirit competitors whilst maintaining the key features of the current design. The Sourz logo and packaging have been contemporised and now portray a stylish mixable spirit for 21-35 year-old brand-conscious consumers of both sexes. Vibrant colours, elegant swirls and new on-pack descriptors communicate its mixability and broaden the appeal.

Long-anticipated, 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. Sourz Blackcurrant registered record-high scores in consumer tests confirming it as an accessible flavour and versatile spirit, with consumers showing strong intent to purchase**. The new flavour will be integral to the brand's consumer facing activity in 2008.

Maxxium UK brand manager for Sourz, Mark Docherty says, "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 +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."

Details of the Sourz add some zing consumer campaign will be announced shortly.