Sourz Fusionz has launched in two flavours – Apple Bite and Purple Twist – in 33cl cans in Asda, with 4% abv. From April, 27.5cl and 70cl bottles will be available to the rest of the off and on-trade.
The launch is part of a £10 million investment in the brand, and marks the kick-off for Sourz’ Get Sorted For campaign, which will include a TV ad for Sourz Fusionz, high-profile media partnerships, a national sampling campaign, experiential activity at festivals and bespoke trade support.
Maxxium marketing controller Eileen Livingston said: “We’re thrilled to be launching our first ever RTD this year. As a category leader, we have big ambitions for Sourz, and launching Sourz Fusionz is an exciting step forward in growing our portfolio.
“With over half of Sourz consumers drinking RTDs, we know the time is right for us to introduce our new additon to the Sourz family. The refreshing flavour combinations and lightly sparkling, ready-to-drink format provide a whole new twist on the Sourz experience, bringing the Sourz brand into different consumption occasions.
“The launch of Sourz Fusionz marks another exciting year ahead for the brand and we can’t wait to share it. It’s a significant investment that will reinforce our flavour credentials and further enhance Sourz’ growing awareness, trial and loyalty among consumers.
“Ultimately, it’s a strategic part of Sourz’ ongoing plans to accelerate year on year growth, reinvigorate the RTD category and maintain our position as category leader.”