Product Launch - UK: Beam Inc's Sourz Apple & Cranberry

Sourz, the UK’s Number 1 selling non-cream liqueur is bolstering its product portfolio this winter by bringing back limited edition favourite Sourz Spirited Apple & Cranberry. Its revival follows the success of the brand’s Great British variant, Sourz Spirited Summer Berry.

Consumer demand prompted the seasonal flavour’s return, as ongoing interaction with the 470,000 strong Facebook community revealed a thirst for fresh taste experiences and a call for limited edition flavours to come back. 

A Union Jack inspired bottle for Sourz Spirited Summer Berry’s return tapped into the mood of the nation and proved an instant hit with consumers since its launch in March 2012, selling on par with lead variant, Sourz Apple, during the Jubilee celebrations. It has been the most successful limited edition to date, selling 60% more than previous limited edition variants. Sourz aims to build on this success by providing another seasonal opportunity for fans to engage with and enjoy the brand.

The Sourz Apple & Cranberry limited edition in its trademark blue and silver bottle, retains the same fresh, energetic, lively and fun personality synonymous with the Sourz brand. It will be available in both on and off trade outlets from October 2012.

Eileen Livingstone, Marketing Controller for Sourz at Maxxium UK said: “We know our consumers are constantly on the look-out for fresh opportunities to explore and enjoy the brand – that’s because they tell us what they want via social media and we listen. The pack design was voted for by our ever expanding group of Facebook fans, which proved to be so successful we went back to our fans to collaborate with us on the development of what has become new Sourz Spirited Mango, which will be available exclusively in Asda. Sourz Spirited Apple & Cranberry offers the perfect new addition to their drink’s repertoire this winter and we’re excited about bringing it back!  

“Our limited editions have proven hugely popular with Sourz drinkers and by focusing on these variants we can satisfy consumer demand while bolstering our product portfolio through product and packaging innovation. 

“As a category leader and the No. 1 non-cream liqueur brand in Great Britain, we are focussed on accelerating growth and key to doing this is maximising our flavour credentials and investing in the brand long-term. Sourz Spirited Apple & Cranberry reflects this and following the success of our Summer Berry variant we’re confident it will be another hit across the on and off trade. And, it doesn’t stop there - watch this space for more exciting new Sourz product news!”

The return of Sourz Spirited Apple & Cranberry will be supported with drinks recipes at www.sourz.co.uk alongside promotional material and online competitions throughout the key trading periods of Halloween, Christmas and New Year.

This initiative is part of a £10m investment in the brand this year which includes a fully integrated ‘Get Sorted For…’ campaign. The campaign includes TV commercials for both Sourz and new Sourz Fusionz, high profile media partnerships with MTV, Capital FM, FHM and More! Magazine, a national sampling campaign, festival experiential activity, as well as bespoke trade support.

The on-going campaign is underpinned by the brand’s digital and social media activity which strengthens the brand’s connection with consumers and reinforces Sourz’ role in getting ready for and enjoying great night out with friends.

Original source: Company Release