Sourz enters RTD market

Sourz Fusionz, available in 4% ABV Apple Bite and Purple Twist flavours, is set to revitalise the flagging RTD category, Maxxium said.

Created in response to consumer demand for “new taste and flavour experiences,” the new drink is backed by the Get Sorted For... campaign, which includes a TV commercial, high-profile media partnerships, a national sampling programme and festival and trade media support.

Eileen Livingston, marketing controller at Maxxium UK, said the launch of Sourz Fusionz would reinvigorate the RTD category.

“We have big ambitions for Sourz, and launching Sourz Fusionz is an exciting step forward in our growing portfolio,” she said.

Meanwhile, limited edition flavour Spirited Summer Berry is to return in time for the forthcoming Diamond Jubilee and the London Olympics. Maxxium believes the Union Jack-inspired bottle reflects British spirit and pride.

Livingston said: “As the UK’s number one non-cream liqueur brand, we are focused on accelerating growth through product and packaging innovation.”

According to latest CGA Strategy figures, the value of the top 10 RTD drinks in the on-trade fell by 8%, from £358.28m to £329.56m, in the year to 26 November. Sourz Fusionz will be available in the on-trade from April.