Southern Comfort to launch whiskey-forward variant in UK


Southern Comfort Black

A new expression of Southern Comfort is being launched in the UK that brings its whiskey notes to the fore.

Southern Comfort Black is a “robust” new blend at 40% ABV, which dials up the whiskey credentials of the classic recipe alongside the liqueur’s fruits and spices.

The new expression has been crafted by Drew Mayville, master spirits blender at Sazerac which acquired Southern Comfort in 2016.

It is being launched in the UK with a high-profile campaign by distributor Hi-Spirits with the strapline “For those who want their smooth Southern Comfort BOLD”, engaging with younger spirit drinkers’ growing interest in American whiskey.

Dan Bolton, managing director of Hi-Spirits, said: “Southern Comfort Black has an exciting new blend that puts whiskey right back at the heart of the brand’s proposition. There is a new generation of younger spirits drinkers looking for provenance and authenticity, and who appreciate the heritage of American whiskey.”

Using digital and social media, consumers will be able to access the ”Blacklist” – an interactive database of all stockists – to find their nearest on-trade and off-trade outlet, and download a range of special offers to encourage trial.

Dan added: “The new ‘Spirit of New Orleans’ positioning launched last year has brought Southern Comfort back to its roots, and while Southern Comfort Original has a strong customer following who enjoy it in a broad range of drinks, Southern Comfort Black will specifically appeal to those looking for a bold whiskey profile, whether they enjoy it straight, on the rocks, or in whiskey-forward cocktails and mixed drinks.

“Our high-profile launch campaign will encourage trial and give consumers the opportunity to put Southern Comfort Black at the heart of the repertoire of drinks they enjoy.”

With a recommended price in retail of £25 for a 70cl bottle, it joins Southern Comfort Original at 35% ABV Southern Comfort 100 Proof at 50% ABV, which is exclusive to the on-trade.

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