Maxxium is introducing an RTD version of its fast-growing Sourz spirits brand.
Sourz Fusionz will roll out in Asda next week in two sparkling flavours, Apple Bite and Purple Twist, in 330ml cans and 70cl glass bottles. And the 4% abv drink will launch into other retailers next month, with a special 275ml bottle available for the on-trade. Prices are yet to be confirmed.
More than half of Sourz consumers drink RTDs and Fusionz would take the brand into different occasions and help reinvigorate the category, said Maxxium UK marketing director Peter Sandstrom. “Some have shunned RTDs but it is still a very attractive market,” he added.
There are six variants in the core Sourz range (all 15% abv), comprising apple, cherry, blackcurrant, tropical, pineapple and raspberry. Sales of the brand have risen 51% to £14.7m over the past year and 48% by volume to 123,000 cases [Nielsen 52 w/e 4 February 2012].
Fusionz will be backed by a £10m brand-wide multi-media campaign. “We are looking to nearly double volumes to about 200,000 cases within 12 months - if not more,” added Sandstrom.