New Orleans takes centre stage in revamp for Southern Comfort

Southern Comfort has been given a pack redesign with a label intended to reflect its whiskey credentials and its 140-plus years of links with New Orleans.

The move is the first major change to the liqueur’s branding since it was bought by Sazerac from Brown-Forman last year, a switch which led to its UK distribution being taken on by Hi-Spirits.

“New Orleans was an integral part of Southern Comfort's positioning for decades,” said Kevin Richards, senior marketing director at Sazerac.

“Like Southern Comfort, New Orleans is adored for its uniqueness and spirited character.”

President and chief executive Mark Brown added: “We're incredibly excited about our plans to strengthen Southern Comfort's position as an iconic global whiskey brand for the next 50 years.

“We believe Southern Comfort can be a 10 million case brand one day.”

The packaging will roll out in the UK this summer.