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Sourz launches ‘Sourz Fusionz’

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By John Glenday | Reporter

March 7, 2012 | 2 min read

Spirit brand Sourz has announced that it is to expand its brand portfolio with the launch of its first ever ready-to-drink format, Sourz Fusionz.

Created to placate consumer demand for wacky taste experiences the drink will be available in ‘zingy’ Apple Bite and Purple Twist flavours - and is the centrepiece of a £10m brand investment.

Sporting vibrant packaging to reflect the drinks positioning as a “fun and bold” tipple the launch follows the successful introduction of Sourz Raspberry last year.

The launch also marks the start of a new “Get Sorted For…” campaign that will include TV ads, media partnerships, a national sampling campaign, festival experiential activity and trade support.

Eileen Livingston, Marketing Controller at Maxxium UK, says: "We're thrilled to be launching our first ever RTD this year. As a category leader and the No. 1 NCL brand1, we have big ambitions for Sourz, and launching Sourz Fusionz is an exciting step forward in growing our portfolio.

“With over half3of Sourz consumers drinking RTD's, 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.”

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