Club hand stamps inspire major bottle redesign for Sourz

sourz Line up

The Sourz range of liqueurs has undergone a major bottle redesign partly inspired by the hand stamps used in nightclubs.

Each bottle has a colourful new skin tailored to each flavour across the line-up of Apple, Mango, Raspberry, Cherry, Tropical and Toffee Apple, with a dynamic, fruity “splash” pattern.

It also uses specialist ink which glows under UV light, intended to increase stand-out behind the bar in bars and clubs and to appeal to its target audience.

Emma Heath, marketing controller at Sourz, said: “We wanted to reinforce Sourz’s position as a fun, young adult brand and give the Sourz the stand-out on shelf and on back bars that a market leader deserves.

“By continuing to excite consumers and lead innovation, we aim to retain drinkers, fuel further growth and bolster our position in the young adult brand category.

“Our design team at JKR in London reached into the core principles of Sourz and came up with the final skin design that is inspired by the hand stamps that are often seen in nightclubs.

“We are delighted with Sourz’s new look which truly embodies the colourful fun and dynamism of the brand.

“Sourz is already known for its zingy taste and fruity flavours and we feel the new bottle design really captures the lively characteristics synonymous with the Sourz brand.”

The bottle redesign coincides with the launch of the fully integrated “This is our Summer” campaign and the national launch of new Sourz Toffee Apple.

The campaign includes a high-profile media partnership with music video site Vevo and activation across the on- and off-trade. This activity is underpinned by continued engaging social media activity to strengthen the brand’s emotional connection with fans.

Launched in 1999 and distributed by Maxxium UK, Sourz has grown to become one of the biggest brands in the non-cream liqueurs category. At 15% ABV, all of the Sourz variants are developed to be enjoyed as a straight serve or for mixing in long drinks or pitchers.

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