Southern Comfort Black to bring 'whiskey credentials to the fore'

26 February 2018

If you've been itching for your Southern Comfort to pack a little bit more of a whiskey punch, then your prayers have been answered.

Southern Comfort Black will bring your favourite New Orleans brand's 'whiskey credentials to the fore' while retaining all its fruit and spicy goodness.

Sazerac master spirits blender Drew Mayville, who acquired Southern Comfort in 2016, is responsible for this 40% abv beauty with a 'bolder profile'.

'Southern Comfort Black will specifically appeal to those looking for a bold whiskey profile, whether they enjoy it straight, on the rocks, or in whiskey-forward cocktails and mixed drinks,' Dan Bolton, managing director of Hi-Spirits, said.

'Southern Comfort Black is a bold expression, combining a robust new whiskey profile with the iconic Southern Comfort fruits and spices. Our high profile launch campaign will encourage trial and give consumers the opportunity to put Southern Comfort Black at the heart of the repertoire of drinks they enjoy.'

This launch follows the brand's announcement it was revamping its branding and positioning with the 'Spirit of New Orleans' in June last year.

Black will sit alongside Southern Comfort Original (35% abv) and on-trade exclusive Southern Comfort 100 (50% abv).

40% abv, RSP £25/ 70cl, Hi-Spirits

Keep an eye out for Imbibe's American whiskey feature in the Spring Issue. 

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