A new cherry flavour variant has been introduced for Southern Comfort, targeted for “late-night, high-energy occasions” in bars, pubs and clubs.
Southern Comfort Bold Black Cherry is infused with natural cherry flavours to deliver a smooth, full flavour that complements the whiskey in the 35 per cent ABV liqueur.
It is being promoted for serving on the rocks or mixed with cola or in cocktails such as a Traditional Cherry Cola combining it with pomegranate juice and cola plus a lemon wedge.
Another signature serve is the Black Cherry Jam which mixes 35ml of the liqueur with two barspoons of morello cherry jam and 40ml of apple juice plus a cherry and a lemon wedge – ideally served in a jam jar.
Distributor Bacardi Brown-Forman Brands is launching it in the on-trade in April followed by the off-trade in May. It is aimed at men and women aged 18 to 24,“offering a bolder serve that’s ideal for late-night, high-energy occasions”.
Alongside a major new advertising and marketing campaign for the whole brand, more than 2,000 visibility kits are being sent out to the on-trade to support Southern Comfort Bold Black Cherry including bar runners, posters and LED bottle displays.
The new flavour follows the introduction of Southern Comfort Lime into the on-trade last year, leading to listings with operators such as Glendola Leisure, G1 Group and TCG.