2.5m Southern Comfort push

Bacardi Brown-Forman is spending £2.5 million on what it claims is the biggest ever marketing campaign for Southern Comfort.

The push will celebrate the brand’s birthplace of New Orleans with TV, press and outdoor ads and continuation of its Jazz FM radio partnership.

Nationwide sampling at selected retailers in the run-up to Christmas will target 45,000 consumers, and in-store leaflets will feature alternative ways to serve Southern Comfort.

Limited edition gift packs will also be available exclusively for independent retailers from this month. The box is curved to resemble the shape of the bottle and features the signature of Southern Comfort’s creator.

Brand manager Jamie Butler said: “We anticipate our Christmas campaign will have a great impact on consumers and subsequently sales and profit opportunities for the off-trade.

“The unique content of the new advertising combined with the other elements of the Christmas campaign will appeal to and excite adult audiences about Southern Comfort, a spirit that adapts to almost any drinking occasion.”