Southern Comfort’s Southern Quarter returns to Imbibe Live

It’s been a whirlwind few months for Southern Comfort, with the UK final of the brand’s Southern Showdown competition, the launch of its new Southern Comfort Black and now the run-up to Imbibe Live.

As spectators from the on-trade watched Leeds’ Lee Jones take the Southern Showdown final on board the Dixie Queen – a replica paddle steamer, sailing down the Thames – it was one of the first opportunities for them to sample the new blend. Coming in at 40% abv, it has a bold flavour inspired by Southern Comfort creator MW Heron’s original recipe; whiskey mixed with fruits and spices.

The Southern Comfort team want to show visitors to Olympia a bit of that good old fashioned New Orleans hospitality, so once again the Southern Quarter will be stationed outside, handing out cocktails made with Southern Comfort Original, Black and 100 Proof alongside tasty fried chicken.

And for those who can’t wait until the global Southern Showdown final in NOLA – coinciding with Tales of the Cocktail – there will be a taste of the competition at Imbibe Live, as Southern Comfort hosts cocktail demos featuring previous finalists including Christian Tirel, the 2015 winner who is now the brand’s ambassador.

So head to Hi-Spirits’ stand, E20, to see what Southern Comfort has to offer, and don’t forget to swing by the Southern Quarter outside the exhibition centre. Get your show ticket here.