UK: Maxxium launches Sourz ‘mixability’ kits

By just-drinks.com editorial team | 14 November 2008

Maxxium UK is launching mixability POS kits for the on-trade in a bid to boost sales of its Sourz range.

The Sourz mixing kits are part of a GBP4m (US$5.9m) investment this year to reposition Sourz as a "mixable spirit" and broaden appeal among target consumers - female and male drinkers aged 21-35, the company said.

The kits focus on three signature serves - Sourz Apple with cranberry, Sourz Cherry with cola and Sourz Blackcurrant with lemonade.

They also include posters, tent cards and coasters along with pitchers, bar runners and 12oz hi-ball glasses for serving Sourz as a long drink.

Maxxium UK's brand manager for Sourz, Mark Docherty, said: "The fruit flavour of Sourz, which has driven its success to date, also makes it perfect for long drinks. We believe this is where the future potential of the brand lies, so we are investing heavily to reposition Sourz as a mixable spirit."

Sectors: Spirits

Companies: Maxxium