STRATEGIC OBJECTIVES LAUNCHING A NEW TASTE
By Adnews Staff
SOURZ Sweet and Sour Liquor is entering the Canadian cocktail scene and Strategic Objectives of Toronto is creating an integrated communications campaign to support the launch. The national media relations campaign will run from now until the end of summer and will include a SOURZ Cocktail Contest, a summer sampling program and the development of summer barbecue recipes. To support the media relations campaign, Alberta Distillers Ltd. of Mississauga, Ontario, distributors of SOURZ in Canada, will run a print advertisement in the summer issue of Food and Drink magazine. The ad was created by Ranscombe & Co. of Toronto. SOURZ was first launched in the U.S. last year. Available in two flavors, Sour Apple and Watermelon, these sweet and sour liquors are intended to be consumed on their own or mixed in a cocktail. SOURZ is available in Ontario, Manitoba, Alberta, Saskatchewan and British Columbia.