A coordinated launch of two new full-suspension platforms.

Sour is a small bike brand in Dresden, Germany, producing steel frames locally. The Cowboy Cookie and Double Choc are two new models that also mark the launch of the first full suspension bikes at Sour. These new bikes also signify the launch of the Sour Racing Development (SRD) program, a division created to house the wild projects thought up by the owner of Sour in his free time. A downhill Pinion bike and a new gravel bike are among the projects housed in the exclusive, limited-numbers SRD program, where they can be developed during “free time.”

Both the Cowboy Cookie and the Double Choc were launched on June 4th at 5 pm CET to coordinate with an ever-growing market in the USA, a new focus for Sour Bicycles. Media partners were brought up to speed via email, and a press/media pack was made available to all interested parties.

The Radavist has been a valuable outlet for Sour, not only providing media coverage but also working closely with the brand to help steer aesthetics on a pair of test bikes for the website. Josh and John will ride a Double Choc and Cowboy Cookie, respectively, for an initial review and long-term review.

Bikepacking.com is also a significant part of many marketing campaigns at Sour. Sour produces several models that have bikepacking DNA woven into the design, even if only partially. The Cowboy Cookie is no exception. During the design process, I advised the team to raise the top tube height and incorporate the potential to add braze-ons in uniquely “bikepacking” spots on the bike for attachments like a third bottle cage and a so-called bento box behind the stem on the top tube. By adding these small features, the Cowboy Cookie not only appeals to a larger demographic but also increases its attractiveness to certain news outlets like Bikepacking.com, without detracting from other more “pure” MTB news outlets like MTB News.

In the end, Sour Bicycles saw record engagement across all active platforms and a “flood” of emails. To provide better coverage for this launch and future ones, an “ask me anything” session was added to Instagram. All questions were recorded and brought into the fold at the company to better inform future launches and identify what information is important or missing. Bikes are complicated, and it’s often a challenge to convey all important specifications while remaining concise.

Link Selection:
MTB-News.de
Bikerumor.com
Bikepacking.com
Theradavist.com
GMBN Tech News
And various “guerilla” forums, IG/YT posts

Youtube:
Cowboy Cookie: Dream Build
Sour Double Choc: “Shreddit”
Sour Cowboy Cookie: “Shreddit”

Budget:
No dedicated budget