In an attempt to get closer to its roots, Southern Comfort has revamped its packaging and positioning with 'The Spirit of New Orleans'.
Along with a new label, new developments include the introduction of a 100 proof (50% abv) expression specifically aimed at the UK on-trade, an addition to the existing Southern Comfort Original 35% abv variant.
Now taller and slightly narrower, the bottles have kept their distinguishable fluted shoulders, plus the signature of creator, M.W. Heron... fancy, eh?
'We believe the new packaging reinforces the brand’s authentic whiskey and New Orleans roots,' said brand owner, Sazerac's senior marketing director Kevin Richards. '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.'
'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,' added Dan Bolton, managing director of distributor Hi-Spirits.
'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.'
Looking forward to Southern Comfort a little stronger? Amanda McLeod, marketing director of Hi-Spirits added: '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.'
It will all be rolling out Summer '17.