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Updated packaging for Southern Comfort

Sazarac's liqueur brand Southern Comfort has updated its packaging and launched a new positioning named 'The Spirit of New Orleans.' The move is a nod to the brand's connection with the city, that has spanned over 140 years.

The label has been designed with a brief to better represent the brand's whiskey credentials and New Orleans affiliation.

Other improvements to the brand include the UK introduction of a 100 proof (50% ABV) expression specifically developed for the UK on-trade, in addition to the existing Southern Comfort Original 35% ABV variant. The bottles have been made taller and slightly narrower and will retain their longstanding fluted shoulders plus the signature of the creator, M.W. Heron. An upscale cap rounds out the packaging enhancements.

Sazerac senior marketing director, Kevin Richards says: “We believe the new packaging reinforces the brand’s authentic whiskey and New Orleans roots. New Orleans was an integral part of Southern Comfort’s positioning for decades. We’re excited to reinforce that critical connection into the future. Like Southern Comfort, New Orleans is adored for its uniqueness and spirited character.”

Mark Brown, president and chief executive officer, Sazerac Company says: “We’re incredibly excited about our plans to strengthen Southern Comfort’s position as an iconic global whiskey brand for the next fifty years. We believe Southern Comfort can be a 10 million case brand one day.”

Dan Bolton, managing director of distributor Hi-Spirits, says: “Southern Comfort in the UK is the same high quality, premium spirit that it has always been, with whiskey at the heart of the recipe. With the brand’s whiskey roots and heritage in New Orleans, a city known for good times and great cocktails, the new-look packaging and positioning captures that spirit perfectly.”

Amanda McLeod, marketing director of Hi-Spirits adds: “We’re very pleased to be launching Southern Comfort 100 Proof exclusively to the on-trade in the UK and Ireland. It still features the distinctive Southern Comfort blend of whiskey, fruits and spices created by M.W. Heron, but at 50% ABV, it’s a premium spirit that will inspire bartenders to create some interesting new cocktails and mixed drinks.”

Southern Comfort Original 70cl has an ABV of 35%, with an RRP of £21.

Southern Comfort’s new packaging and 100 proof expression will roll out in Summer 2017 in the UK and Ireland.     

10 June 2017 - Sam Coyne The Drinks Report, news editor