Life is sweet for Sourz £4m relaunch

Maxxium is investing £4 million

in the relaunch of the Sourz brand

with revamped packaging and a new flavour.

A brightly coloured Sourz Blackcurrant will join established varieties such as Apple and Cherry in August as distributor Maxxium looks to


the brand as a mixable drink.

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

Sales of Sourz passed the 200,000-case threshold last month, up 39% 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 new bottle, which has ditched 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.

Maxxium says the best mixes for Sourz are: Cherry & cola, Apple & cranberry and Blackcurrant & lemonade.