Southern Comfort in RTD launch

Bacardi Brown-Forman Brands is to launch a canned premix of Southern Comfort, Lemonade & Lime in the off-trade from June 1.

The launch follows a number of similar premix launches of famous spirit brands with their favoured on-trade mixers by rival Diageo earlier this year.

The Southern Comfort RTD will be introduced in both single 25cl cans (rrp £1.59) and a four-pack (rrp £5.99), and has an abv of 5%.

Brand manager Lois Ireson said: “The launch strengthens our presence in the off-trade during the key summer selling period when socialising its at its peak.

“We know that more people are enjoying spirits from the take-home sector.

“The portability and convenience of Southern Comfort, Lemonade & Lime appeals both to our core consumers while attracting new advocates into our brand franchise.”

The launch will be backed by promotional activity in major multiples, a direct mail campaign to the existing Southern Comfort database and experiential activity at the Rock Ness music festival.