Maxxium relaunches Sourz

Maxxium UK has re-launched Sourz with a new bottle design and a new variant, Sourz Blackcurrant.

The moves are part of a £4m budget set aside for the year ahead as Maxxium aims to reposition Sourz as a mixable spirit and broaden its appeal.

The new packaging features a semi-translucent sleeve, which will allow Sourz bottles to retain their vibrant colour when half empty, new stylish swirl logos and descriptors. The sleeve means Maxxium can more easily produce limited edition lines, and plans on offering pub chains the chance to have their own branded Sourz variety.

Sourz Blackcurrant, which will be available from August, comes two years after the last product variant launch - Sourz Cherry.

Of the overall spend, £1.5m will go towards consumer marketing based around establishing signature serves that will include Sourz Apple and cranberry juice, Sourz Cherry and cola, and Sourz Blackcurrant and lemonade.

Maxxium senior brand manager Chris Anderson said: "We asked ourselves 'do we have the right brand to tap into new consumer needs?' The answer was no. So we have relaunched as a credible modern mixable spirit.

"By taking ourselves out of purely the spirits enclave and into mixing, suddenly we are fishing in a much bigger pond."