Sourz mixes it up in the on-trade

Written by Claire Weekes

Wednesday, 12 November 2008

Source: Maxxium UK

Maxxium UK is launching new mixability POS kits for the on-trade to boost sales of its successful Sourz range.

Sourz Mixzing kits are part of a £4 million investment this year to reposition Sourz as a mixable spirit and broaden appeal among target consumers - female and male drinkers aged 21-35.

The kits focus on three core signature serves - Sourz Apple with cranberry, Sourz Cherry with cola and Sourz Blackcurrant with lemonade. They include vibrant posters, tent cards and coasters along with pitchers, bar runners and contemporary 12oz hi-ball glasses in which Sourz can be served as a long drink.

Maxxium UK's brand manager for Sourz, Mark Docherty, says: "The brilliant fruit flavour of Sourz, which has driven its success to date, also makes it perfect for long drinks. We believe this is where the future potential of the brand lies, so we are investing heavily to reposition Sourz as a mixable spirit.

"The £4m investment also includes a logo and packaging redesign and a new Blackcurrant flavour launched in August. To create a buzz among target consumers and to encourage them to mix the spirit, a series of high-profile Zing City multi-sensory club nights have taken place this autumn at UK key cities.

"Sourz is already one of the UK's fastest growing spirits* and the new Sourz mixzing kits encourage licensees to serve the range in long drinks, broadening brand appeal further. The kits will put Sourz front of mind for many more consumers and significantly build profit opportunities for licensees.