Fashion show push for mixable Sourz

23 July, 2010

Maxxium UK is looking to broaden the appeal of its Sourz brand as a mixable spirit with a new marketing campaign.

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.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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