Maxxium is investing GBP4m (US$7.9m) to reposition Beam Global Spirits & Wine's Sourz brand in the UK as a "modern mixable spirit" and broaden its appeal amongst target consumers.

The re-launch of Sourz, unveiled today (1 July), includes new-look packaging, a new flavour and a campaign entitled 'add some zing'.

The new packaging will be launch next month, and takes Sourz closer to mixable spirit competitors whilst maintaining the key features of the current design. The logo and packaging have been "contemporised" and now portray a mixable spirit for 21-35 year-old brand-conscious consumers of both sexes, the marketing and distribution company said.

The new flavour variant, Sourz Blackcurrant, comes two years after the launch of Sourz Cherry. The new flavour adds to Sourz Apple, Tropical and Pineapple flavours of the five variant range.

"Sourz is evolving," said Maxxium UK brand manager for Sourz, Mark Docherty. "The new packaging is like nothing else in the trade and our zingy new blackcurrant flavour is exceptional. We are investing heavily in extending the drinking occasion of Sourz and in turn broadening the appeal of our brand."