Southern Comfort promotes flavours of summer


Southern ComfortNew on-trade support materials for Southern Comfort are being introduced to help bars and pubs to capitalise on longer days and warmer weather.

Aiming to drive purchase among the brand’s target audience of people aged 18 to 24, the new visibility kits highlight key serves using Southern Comfort Lime and Southern Comfort Bold Black Cherry.

They promote Southern Comfort Lime for mixing with lemonade as a “quintessential” summer sharing serve, ideal for outlets with outdoor drinking areas. The kits include umbrellas, bar runners, bunting, Optic signage and pitchers as well as small model deck chairs that can be positioned on the bar and hold Southern Comfort bottles.

Southern Comfort Bold Black Cherry is promoted for being best served with cola, supported by point-of-sale (POS) materials such as bar runners and eye-catching LED bottle displays.

Southern Comfort marketing manager Gwen Ridsdale said: “With the summer of 2013 set to be quieter than last year, we wanted to ensure we were supporting the on-trade and helping licensees make the most of the opportunities the season brings.

“Offering bartenders the chance to capitalise on daytime drinking occasions and late-night get-togethers, the new POS items for Southern Comfort Lime and Southern Comfort Bold Black Cherry are the perfect tools to maximise profits during the all-important sunshine season.

“Coupled with the brand’s heavyweight summer TV campaign which includes bespoke advertising for the flavoured variants, we’re confident Southern Comfort will remain front of mind for consumers this summer.”

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