SOURZ is crossing its fingers for sunshine – the brand has invested £9m in a promotion, “Unforgettable Summerz with Sourz”, in partnership with MTV and Capital FM. As well as a national sampling campaign there will be digital and social media activity targeting the brand’s 500,000 Facebook fans with exclusive competitions, news and special offers.
“We have found that connecting with our community online has opened up new communication with our customers,” said marketing controller Eileen Livingston. “From this, we have been able to drive our consumers into retailers, strengthening both our relationship with our audience and the off-trade.”
The latest new flavour, mango, was chosen in a Facebook poll. It was initially available exclusively in Asda, but is now being rolled out for c-stores.
More young adults are drinking at home as part of their weekend routine. And that’s one reason why last year Sourz added an RTD, Sourz Fusionz, to its range. Available in Apple Bite and Purple Twist flavours, it comes in 275ml and 700ml bottles as well as 330ml cans.
It’s primarily a party drink. “The weekend is incredibly important for maximising sales among young adults,” said Livingston. “The bulk of purchases are made on Fridays and Saturdays in the off-trade. During key sales times such as bank holidays, heat waves, and major outdoor events, it is important to ensure that product availability is kept high.”