Maxxium is embarking upon a major consumer campaign this month to reposition speciality spirit Sourz as a modern mixable spirit, following a re-pack and new blackcurrant variant launched in August.
As part of Maxxium's £4m investment in Sourz this year, the "Add some Zing" campaign will culminate in a series of "Zing City" events. These nightclub-based events will feature top-name DJs, street acrobatics and cutting-edge light displays.
The 1,500-capacity events in Glasgow, Liverpool, Manchester and Bristol will be promoted via a website, www.zingcity.co.uk.
The events are being supported by advertising on radio and networking website Facebook. Twenty-five bars in each city have been selected to receive Sourz point of sale kits.
Sourz brand manager Mark Docherty said: "Thousands of consumers will be exposed to our multi-media publicity campaign in the build-up to our exhilarating multi-sensory events that mix music, colour, energy and people.
"Sourz is already a brand of significant scale and is one of the fastest growing spirits in the UK. We are committed to building on its success and our investment focuses on promoting the mixability of the fruit flavours. By broadening its appeal, we will attract new consumers, increasing the profit potential of Sourz for the licensed trade."