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.




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter