Maxxium UK is set to roll out an addition to its Sourz shooter range.

The UK company, which is part of Maxxium Worldwide, said today (11 October) that Sourz Cherry will become the first new flavour launch in three years for the brand. Sourz Cherry will join Sourz Apple, Tropical Blue and Pineapple.

"Sourz is developing an incredibly loyal following in the UK amongst its target 18-24 year old consumers," said Mark Docherty, Maxxium UK's brand manager for Sourz. "With a growing demand for lower abv fruit flavoured shots, the launch of Sourz Cherry is perfectly timed.

"This new addition is set for a successful Christmas as consumers look for new and exciting ways to enjoy the Sourz brand, both as a shooter and a mixed drink. As the popularity of cocktails is set to soar this festive season, we are confident that Sourz Cherry will further accelerate Sourz outstanding growth rates."

Earlier this year, Maxxium updated the packaging for the brand, in an attempt to clarify the name and emphasise the fruit flavour.

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