Beam Global Spirits & Wine is to bring its Sourz brand to UK television screens for the first time, through its Maxxium sales and marketing JV.

Maxxium UK confirmed yesterday (19 July) that a 30-second ad, which can be viewed below, will air in the country from this week until mid-September, and forms part of a "through-the-line" campaign to launch the Sourz Raspberry variant in the UK.

As well as the ad, Beam Global will see its Sourz brand partner with MTV in the UK. A consumer competition, entitled 'Sourz Superstarz', will be pushed via ads on MTV and VIVA TV channels, and will be supported on-air with Capital Radio. Competition entrants will be directed to sourz.co.uk, to upload photos of them getting ready for a night out. Voters will choose their favourite and the winner, announced in October, will shoot a video, which will be aired on MTV later this year.

The push signifies the next phase of a “multi-million pound” support package from Maxxium UK, across advertising, sales promotion, PR and social media in the country.