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Southern Comfort receives ‘New Orleans’ makeover

Published:  07 June, 2017

Southern Comfort has gone back to its roots with a revamp focused on the whiskey’s connection to New Orleans.

The update look is based around a new “The Spirits of New Orleans” positioning designed to highlight the brand’s 140 years connection to the city, while a stronger emphasis has also been out on the spirit’s whiskey credentials.

In addition, the bottles have been made taller and slightly narrower, but retain their fluted shoulders plus the signature of creator, M.W Heron.

An upscale cap completes the makeover, which has been revealed alongside a 100% Proof 50% abv expression developed exclusively for the on-trade, which will join the original 35% abv tipple in the summer together with the revamped bottles.

The NPD, which features the distinctive Southern Comfort blend of whiskey, fruits and spices, would with its higher abv and premium positioning inspire bartenders to create “interesting new cocktails and mixed drinks”, said Amanda Mcleod, marketing director for UK distributor Hi-Spirits.

The activity marks the first significant changes to Southern Comfort - created in 1874, since it was bought by Sazerac from Brown-Forman last year.