The UK arm of Maxxium is to update the design of its Sourz fruit shooter brand.

The company said today (25 April) that the redesign, the brand's first since its 1990 launch, clarified the brand name and emphasised the fruit flavour symbol. The beverage remains unchanged.

"Sourz has seen continued growth since its launch six years ago and our new look is the perfect way to continue this, and ensure Sourz remains relevant to our core 18-24 year old consumers," said Mark Docherty, Maxxium UK's acting brand manager for Sourz. "UK consumers have embraced the Sourz fruit explosion to such an extent that Sourz Apple is the number one flavoured shooter in the UK."

The new packaging will be rolled out this month. The brand portfolio consists of three variants - Sourz Apple, Tropical Blue and Pineapple.

Maxxium UK is part of Maxxium Worldwide, the sales, marketing and distribution partnership of The Edrington Group, Rémy Cointreau, Jim Beam Brands, and V&S Absolut Spirits.