Blog : Sourz Raspberry

Sourz launches search for MTV video star

Sourz launches search for MTV video star

If you’ve always dreamt of starring in a music video, then Sourz could be set to make your dreams come true with its UK-wide search for a star.

To celebrate the launch of new Sourz Raspberry, the leading spirit brand has teamed up with entertainment giants, MTV, and is calling on guys and girls to strike a pose with their mates in a bid to become the first-ever MTV Sourz Superstarz.

If you are aged 18 or over and think you know how to have fun at the weekend, visit and upload your photos of great nights out with friends. Budding starlets will be whittled down by a UK-wide public vote to find a winner who really lives for the weekend.

The lucky winner and 3 mates will shoot a unique MTV music video in London, which will hit TV screens throughout the country later this year. As Sourz Superstarz, you will stay in a luxurious hotel and enjoy a shopping and prepping session with a personal shopper before hitting the town after dinner and dancing the night away at celebrity hotspot, Funky Buddha Nightclub.

Music fans will also have a chance to get in on the action this summer as Sourz makes its festival debut at the first ever Norfolk Spectacular on 3 and 4 September. Revellers will have the chance to have their pictures taken in an interactive photo booth, automatically entering them into the MTV Sourz Superstarz competition.

Emma Heath from Sourz says: “We’re thrilled to be giving Sourz drinkers this experience of a lifetime. MTV is one of the most widely watched entertainment channels so it is a perfect way for us to connect and engage with our core target audience of 18-24 year olds across the country.

“Heading down to the Norfolk Spectacular will be a first for Sourz, with exposure to 60,000 potential fans giving them the chance to try out new Sourz Raspberry. Our interactive photo booth promises to inject a sense of fun into the festival experience for groups of mates.”

To celebrate the new raspberry flavour, Sourz has also commissioned the first-ever Sourz Weekend Index which surveyed18-24 year old guys and girls across the UK to find out what really makes a weekend great. Nationwide, the survey showed a boundless passion for planning with an average of almost three hours spent organising their weekends. It also takes an average of 10 texts, two emails and four calls to get the grand plan of action together.

The survey also revealed what people across the country, from Manchester to Birmingham to Glasgow prioritise when planning. Findings included:

· North Westerners stood out as the biggest weekend-planners with 70% spending the most time plotting what antics they’ll get up to up to well before the weekend is in sight.

· Guys and girls north of the border get the biggest kick out of planning their weekends with half of 18-24 year old Scots saying anticipation and preparation is one of the best things about it. Scots girls are also the biggest shoppers with over half splashing out on clothes and accessories before every weekend commences.

· North Easterners top the vanity chart with 46% claiming that grooming and pampering makes their weekend complete.

· West Midlanders are more bothered about destination than striking a pose, with 43% citing it’s where you go that makes a great weekend compared to only 7% who said looking your best was the key priority.

New Sourz Raspberry – the latest addition to the Sourz line up – was launched on June 1st and is available nationwide in pubs, clubs and bars and will be stocked in independent retailers and multiple retail outlets including Tesco, Morrisons and ASDA. At 15% ABV, Sourz is great on its own, but also tastes fantastic in a simple cocktail or with ice and a mixer in a long summery drink.

Sourz expands brand with exciting new addition!

Sourz expands brand with exciting new addition!

Stripe worked alongside leading spirit brand Sourz to announce the launch of a must-stock new addition to its product portfolio. Sourz Raspberry is the first new permanent variant to be introduced in three years and is set to be a firm favourite with fans this summer and beyond.

Created in response to growing consumer demand for exciting new flavours and taste experiences, Sourz Raspberry also represents a step change for the brand.

In a noticeable departure from the existing portfolio colour palette, the brand new bottling has been given a fresh, creative treatment. Shocking pink is combined with bold black to give an impactful and distinctive look to maximise standout in bar or on shelf.

The launch of Sourz Raspberry also marks the start of a high profile through the line campaign for 2011, which seeks to strengthen the brand’s emotional connection with consumers and reinforce Sourz’ role in getting ready for, and enjoying great nights out with friends.

The seven-figure push will target consumers using a fully integrated approach with national TV advertising at the heart of the campaign. In addition to the brand’s small screen debut, Sourz will also feature in experiential marketing, PR and social media activity, as well as an exciting partnership with a high profile entertainment brand soon to be announced. The campaign will build on the brand’s fashion and grooming credentials, bringing to life the importance of getting ready for the weekend to its consumers.

Available in both on and off trade outlets the new Sourz variant retains the same fresh, energetic, lively and dynamic characteristics associated with the rest of the range. Like all other flavours in the portfolio, Sourz Raspberry can be enjoyed as a straight serve, mixed drink or pitcher.

Emma Heath, Marketing Controller at Maxxium UK says: “The launch of Sourz Raspberry is part of a long term strategic plan for the brand that reinforces our commitment to innovation through new flavours, taste delivery and category leading communication plans.

“We’ve seen with our recent Limited Editions that our customers have demonstrated an appetite for new flavours, so we’re excited to be providing yet another opportunity for them to explore and enjoy new taste experiences. Introducing another permanent variant is a natural move to develop the Sourz brand further still.

“We’re thrilled about the continued growth of the brand. As the UK’s number one liqueur brand in the on trade and number 3 in the offs, retaining our existing customers and recruiting new ones through ongoing innovation and investment is key *. By continuing to excite consumers and give them more choice, we aim to fuel further growth and strengthen our position in the category.”

From June 1st 2011, Sourz Raspberry flavour will be available in pubs, clubs and bars and will be stocked nationwide in independent retailers and multiple retail outlets including Tesco and Asda. It will be supported by nationwide sampling events, an extensive trade advertising campaign and premium of point of sale materials

Leveraging the power of a 350,000 strong online community on Facebook, Sourz will also be engaging directly with its fan base to offer Sourz ‘super-fans’ the exclusive opportunity to sample the product before it goes on sale.