Sourz ‘official shot partner’ at Holi Fest

Flavoured shot brand Sourz has announced it is the “official shot partner” at the upcoming Holi Festival of Colours.

Sourz Rainbow Ice will receive prominent branding as part of the sponsorship deal.

The Beam Suntory-owned brand will host an “experiential” area at the London leg of the music event, which is inspired by the ancient Hindu Holi Festival celebrating the triumph of good over evil.

More than 60,000 people are expected to attend the London event, which takes place at Queen Elizabeth Olympic Park on 12-13 September. Festival goers mark the occasion by throwing coloured powder and water at each other at designated points during the day.

The Sourz area will feature an LED-lit bar and two photo booths. The first will create classic prints, while the second will generate animated GIFs that are instantly sent back to guests via text or email for immediate sharing on social media channels.

The branded LED bar will feature the brand’s latest product launch, Sourz Rainbow Ice, and a seating area for guests to relax in.

Earlier in the summer Sourz partnered with MTV for “Club MTV presents… Sourz Colours Tour” which saw the Holi Festival of Colours concept visit ten cities around the UK as a warm-up to the September event.