A new packaging design is being launched in the UK for Southern Comfort to reflect the brand’s heritage and highlighting the whiskey in its recipe.
Available from the end of April, the new bottle is designed to emphasise that it is a liqueur made with American whiskey, which is blended with a mix of fruit and spice flavours.
It also bears a new star icon on the neck and label with the word “one” in the centre to highlight it is a unique product. High embossing and gold accents add to the premium look.
Alongside a new “refined” choice of colours and font, the packaging features a shield and a stacked logo in line with the brand’s history. The signature of Southern Comfort’s creator MW Heron remains on the bottle along with the year of its original creation in 1874.
Gwen Ridsdale, marketing manager for Southern Comfort, said: “Our vision was to create a bottle that told the story of Southern Comfort in a more contemporary way yet still celebrated the brand’s rich heritage.
“We believe the new design has embodied the confident personality and values of the brand and will help to recruit new consumers and revolutionise the way consumers drink and bartenders serve Southern Comfort.
“We’re confident that our new packaging design will offer great back bar stand out and keep the brand front of mind amongst 18- to 24-year-olds.”
The new design fits in with Southern Comfort’s current advertising campaign under the banner of “Whatever’s Comfortable”.
Distributed in the UK by Bacardi Brown-Forman Brands, the liqueur continues to be promoted for the core signature serve of a 50ml shot mixed with lemonade and two lime wedges over ice with a lime garnish as well as for use in cocktails.
35ml Southern Comfort
35ml Cranberry juice
35ml Orange juice
35ml Pineapple juice
Dash of Grenadine
Fill a hurricane glass with cubed ice. Pour ingredients in order listed above into the glass and stir. Garnish with a cherry and an orange slice.
50ml Southern Comfort
8 mint leaves
20ml Lemon juice
20ml Apple juice
15ml Sugar syrup
2tsps of apricot jam
Crush 8 mint leaves in a mason jar and add the Southern Comfort, lemon juice, apple juice, sugar syrup and apricot jam. Fill halfway with crushed ice, screw on the lid and shake. Finish with more crushed ice, a sprig of mint and a wedge of lemon.