It is also launching a limited edition flavour Spirited Summer Berry, the first new variant in two years. A second limited edition is planned for the winter.
The centrepiece of the campaign is a fashion and beauty roadshow which will visit shopping centres in Newcastle, Manchester, Glasgow, Leeds, London, Bristol and Birmingham until August.
The seven-figure campaign includes digital activity, editorial links with More magazine, and work with retail customers. Maxxium said it was looking to make “an emotional brand connection” with 18 to 24 year olds and achieve double-digit growth.
Senior brand manager Gregor Mina said: “Over the past few years we have worked hard to evolve the Sourz brand positioning it towards that of a modern mixable spirit.
“Our investment reinforces our commitment towards doing things differently, in a way that is totally appropriate to our target consumers.”?Sourz is a 15% abv spirit, already available in apple, blackcurrant, cherry, tropical and pineapple flavours.