Maxxium UK is investing pound;4m to reposition Sourz as a modern mixable spirit and broaden its appeal among target consumers.
The re-launch includes an updated logo and packaging, which will be available to the trade from August.
In addition, Sourz Blackcurrant has been launched, taking the range to five flavours.
Maxxium UK brand manager for Sourz, Mark Docherty, said: “Sourz is evolving. The new packaging is like nothing else in the trade and our zingy new blackcurrant flavour is exceptional. We are investing heavily in extending the drinking occasion of Sourz and in turn broadening the appeal of our brand.
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