Sourz adds RTDs and berry flavour

A new ready-to-drink (RTD) range has been launched as an extension of the Sourz liqueur brand alongside a “patriotic” new flavour.

Sourz Fusionz RTD range is made up of two flavours – Apple Bite, and Purple Twist which is “inspired” by the Purple Rain cocktail made with Sourz Cherry and blue curaçao.

With an ABV of four per cent, they come in 330ml cans and 275ml bottles for the on- trade.The new range, which is set to be joined by further flavours in the future, is part of a £10million investment in the Sourz brand.

Eileen Livingstone, marketing controller at distributor Maxxium UK, said: “With over half of Sourz consumers drinking RTDs, we know the time is right for us to introduce our new addition to the Sourz family.”

Maxxium UK has also unveiled a new limited-edition flavour for the Sourz liqueur range, Spirited Summer Berry. It comes in a bottle with a British union flag design and combines flavours such as raspberry, strawberry and blueberry.

The brand is being supported by a new campaign including TV ads, sampling, media partnerships and bespoke trade support, using the tagline of “Get sorted for…”.

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