Maxxium gives Sourz a makeover

01 July, 2008

Maxxium is investing £4m this year to re-launch the Sourz brand in the UK, together with new packaging and a new flavour.

A brightly coloured Sourz Blackcurrant will join established varieties such as Apple and Cherry in August as Maxxium looks to broaden the spirit’s appeal and re-position it as a mixable drink.

Marketing spend on Sourz has more than doubled in anticipation of the re-launch, according to Chris Anderson, Maxxium UK's senior brand manager for Sourz. He said spend was set to be matched in the following year too.

Sales of Sourz passed the 200,000-case threshold last month, up 39 per cent year-on-year. Lee Willett, brand manager for Sourz owner Beam Global UK, said the 15% abv drink had become “a massive powerhouse” for the group.

“Sourz has grown up,” he said, commenting on the brand’s new bottle (pictured above), which has ditched its cartoon-like imagery in favour of a more contemporary swirling pattern.

Anderson hinted Sourz may also increase its off-trade presence outside the major multiples. “There’s a great opportunity in convenience,” he said.

He added there “is also an opportunity to increase our price point in the next three to five years”. Sourz recommended retail price was £10.49, cheaper than brands such as Malibu and Archers.

Sourz recommended mixes are: Cherry and cola, Apple and cranberry, Blackcurrant and lemonade.

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