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BFBB introduces 'confident and direct' pack for Southern Comfort

Published:  09 June, 2015

A new look for Southern Comfort is being introduced by Bacardi Brown-Forman Brands in the UK.

The redesign brings in a new icon on the bottle neck which emphasises the drink as being in a "category of one".

It retains the brand's familiar fluted shoulder and the signature of MW Heron, the New Orleans bartender credited with creating the drink by blending whiskey with fruit and spices.

BBFB described the new look bottle as "simple, confident and direct" and said the aim had been to "amplify the brand's American whiskey heritage and comfortable personality".

Gwen Ridsdale, Southern Comfort marketing manager for the UK, said: "Southern Comfort is an iconic brand with longevity that represents being comfortable with who you are and what you drink, so it was imperative that this was amplified in the new packaging.

"The bottle has been designed to engage with a broad range of new and existing consumers, really helping to cement our Whatever's Comfortable attitude that resonates so well with our consumers."

The redesign was carried out by Helms Workshop, based in Austin, Texas.

Southern Comfort is available in 35cl, 70cl and 1-litre bottles in the UK.

Nielsen ranked Southern Comfort in the top 100 alcohol brands in the off-trade last year with retail sales of £34.6 million.