Product Launch - UK: Beam Inc's Sourz Spirited Toffee Apple

By | 27 June 2013

Click through to view Sourz Spirited Toffee Apple

Click through to view Sourz Spirited Toffee Apple

view 1 related image

Beam Inc's Sourz Spirited Toffee Apple

Category - Spirits, liqueur, 15% abv

Available - From September

Location - UK, on-trade and Tesco supermarkets

Price - GBP12.40 (US$19) per 70cl bottle

Distribution - Maxxium UK

Beam Inc's UK distributor Maxxium has launched a limited-edition Sourz flavour sourced from a consumer feedback campaign.

Followers of the brand's Facebook page chose Toffee Apple, which will now lead Sourz's Halloween activations, Maxxium said this week. Last year, Maxxium launched Sourz Spirited Mango in the UK, exclusively in branches of Asda supermarkets.

Show the press release

Sourz teams up with Fans to develop new Spirited Toffee Apple as the latest Limited Edition 

Sourz, one of the leading spirit brands distributed by Maxxium UK, is adding to its line up again this year.  Hot on the heels of the recent national launch of Sourz Mango, the brand is partnering with Tesco and selected On Trade accounts to introduce  an exciting new Limited Edition Flavour for 2013 –  Sourz Spirited Toffee Apple.  In the spirit of true collaboration with consumers, the new flavour and its bespoke bottle design have been chosen by Sourz Facebook fans.  It will be available exclusively in specially selected bars and Tesco stores this Autumn.

Regular engagement with the 519,000 strong facebook community of Sourz fans has revealed an ongoing appetite for interesting  new flavours and an eagerness to be involved in flavour development. In direct response, Sourz fans were invited to choose the next addition to the line up via the “Sourz Flavour Generator”. This was a fun way to generate new and exciting flavours ideas for Sourz with responses ranging from bubblegum to banana. The brand took this a stage further to look at ways to add to best selling variant – Sourz Apple -  and received some strong contenders, with the winning flavour, Spirited Toffee Apple proving to be a winning combination.

True to the unique taste sensation and flavour profile synonymous with the Sourz brand, the new flavour is an exciting combination offering a twist on the classic.  It is also the brands first foray into a liquid not based solely on fruit.

The facebook community  has also  been asked to choose the exciting bottle design from a choice of two striking options. The bottles, both vibrant red to symbolise the colour of a toffee apple,  were designed to  capture the fun, lively and dynamic characteristics that Sourz has become known for.

Emma Heath, Marketing Controller at Sourz said: “Once again, we have given consumers the chance to decide our new flavour and bottle design.  We tried this for the first time in 2012 with Spirited Sourz Mango which proved to be so successful that we introduced it to our permanent range earlier this year and our nationwide ATL launch campaign is now in trade.

“We see collaboration as an integral part of our marketing efforts and are really in touch with our consumers needs and wants. By asking them to help us develop our  latest new flavour and bottle design, we are continuing to involve them with our ongoing brand and product development – which is very important to them, and us.

Voting through our Facebook page has now closed, and we couldn’t be happier with the response.  Over 1300 unique votes have been counted , and I can reveal that a narrow margin separated the two designs.  We have a winner which took 53% of the votes and we can’t wait to publically reveal the  the winning bottle design chosen by our fans.

Heath continues: “As one of the UK’s favourite  non-cream liqueur brands, innovation has remained core to our success.   Our goal is to accelerate growth via new thinking.  Agreeing this exclusive initiative with Tesco and selected on trade customers reflects our commitment to innovation and customer development. By continuing to excite consumers and provide more taste experiences to try and enjoy on different occasions, we aim to fuel further growth and strengthen our position in the category.”

Sourz  Spirited Toffee Apple packaging will soon be in production ready for launch in Tesco stores and specially selected bars from early September 2013 and will be supported by strong in store and bar support to ensure Sourz Toffee Apple is launched with a bang. This will also be the focus of Halloween activation to drive excitement and theatre at one of the key seasons for the brand. 

Original source: Company Release

Expert analysis

PepsiCo, Inc. - SWOT, Strategy and Corporate Finance Report

PepsiCo, Inc. - SWOT, Strategy and Corporate Finance Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and service offerings, detailed financials, and corporate actions, providing a 360° view of the company.

Sectors: Product launches, Spirits

Companies: Beam Inc, Maxxium

View next/previous articles

Currently reading -

EUROPE: Anheuser-Busch InBev hails Bud trademark win

Currently reading -

Product Launch - UK: Beam Inc's Sourz Spirited Toffee Apple

There are currently no comments on this article

Be the first to comment on this article

Related research

Beam Inc. (BEAM) - Financial and Strategic SWOT Analysis Review

Beam Inc. (BEAM) - Financial and Strategic SWOT Analysis Review provides you an in-depth strategic SWOT analysis of the company’s businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unbiased view of t...

Beam Inc in Spirits (World)

Beam, as the world’s fourth largest international spirits company and seventh largest overall, should be in a strong position. In some ways it is, however, it suffers from a large proportion of its volumes being in low-growth brands and more importan...

Global ready-to-drink (RTD) and ready-to-serve (RTS) market review

Over the last 10 years RTD's as a category may not have grown at anywhere near the level it did between 1998 and 2003 but it has, nevertheless enjoyed steady global growth. This reality flies in the face of those in the drinks industry who have been ...

Related articles

Product Launch - US: Beam Inc's Jim Beam Single Barrel Bourbon

Beam Inc has launched Jim Beam's first single-barrel Bourbon.

just the Ten - Top News Stories of 2013

With the end of the year looming, just-drinks is running a series of 'Top Tens of the Year' in the run-up to Christmas. Here are the ten most read news stories on just-drinks in 2013.

Focus - Beer/Spirits - Trends to Look out for in 2014

After a lively year for our industry, Stuart Whitwell from Intangible Business takes a look at what the next 12 months could have in store for the beer and spirits categories.

Read further items in this columns

The Launch Pad - Product Launches

Here's where we bring together all of the product launches covered on just-drinks.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page