SOURZ EXPANDS RANGE WITH EXCITING NEW ADDITION

New Sourz Raspberry signifies ongoing commitment to brand development.

SOURZ EXPANDS RANGE WITH EXCITING NEW ADDITION

Today (1 June 2011), leading spirit brand Sourz announces 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.

ABOUT BEAM INC.:

Beam is one of the world’s largest premium spirits companies, encompassing a portfolio of nearly 100 brands (including 10 of the world’s top-100 premium spirits brands), more than a dozen global operating and commercial facilities and 3,200 employees worldwide. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher's® Scotch Whisky, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos ™ Tequila, EFFEN® Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials, Knob Creek® Bourbon and Skinnygirl® Cocktails. Growth through innovation is a key strategy at Beam Global, with Red Stag by Jim Beam® Bourbon, Cruzan® 9 Spiced Rum, Maker’s 46™ Bourbon and Courvoisier® 12 Cognac and Courvoisier® 21 Cognac all being launched as new products over the past two years. Beam is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company.

For more information on Beam Global, its brands, and its commitment to social responsibility, visit www.beamglobal.com and www.drinksmart.com.