Sourz takes on Smirnoff and Bacardi

The Beam Spirits and Wine company has launched its first ready-to-drink (RTD) product Sourz Fusion to take on Smirnoff Ice and Bacardi Breezer in the £655m category.

Sourz Fusion

Sourz’s strategy is backed by a £12m marketing campaign, the largest in the brand’s 11-year history, which will focus on encouraging 19-25 years-old fans of its non-cream-liqueur (NCL) products to try the RTD variant.

Activity includes a TV ad, a national sampling campaign, experiential activity at festivals including Wakestock and the Parklife Weekender, as the company looks to extend the Sourz brand.

According to Nielsen and CGA Strategy, the UK RTD market is worth £655m and is dominated by brands WKD, Crabbies and Smirnoff Ice, who hold the first, second and third spots in terms of volume in cases sold (see list below).

The UK marketing initiative will run alongside planned product launches in the Netherlands and Germany later this year.

Thee top 10 RTDs by volume in total cases sold in the UK in terms of cases sales of 8.4 litre bottles (cases equivalent) according to AC Nielsen and CGA Strategy (off trade and on trade respectively)

1. WKD (1.8m c/e)
2. Crabbies (1m c/e)
3. Smirnoff Ice (906k c/e)
4. Bacardi Breezer (453k c/e)
5. Caribbean Twist (254k)
6. Gordons G&T (187k)
7. VK (170k)
8. Jack Daniels and Cola (166k)
9. TVX (134k)
10. Gordons Diet G&T (110k)

Recommended

Sun on Sunday

Sunday Sun sales flag say pollsters

Mary-Louise Clews

Early estimates that the Sun on Sunday dropped 500,000 sales in its second week since launch could be down to disappearance of ‘souvenir hunters’ and curious buyers says Ipsos Mori, which has researched attitudes to the new Murdoch publication.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now