On-trade focus to raise spirits | Scottish Licensed Trade News

Scottish Licensed Trade News

On-trade focus to raise spirits

Activity aims to drive sales of Southern Comfort Lime this summer

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SOUTHERN Comfort’s Lime variant is the focus of new summer on-trade activity for the New Orleans speciality spirit brand.

Point of sale kits containing branded patio umbrellas, bar runners, bunting, posters, optic signage and pitchers are being distributed to around 4000 pubs in a bid to drive sales of the flavoured spirit, which was launched last year. The kits also include model deck chairs, which hold a bottle of Southern Comfort and are designed to be positioned on the bar.
The activity aims to promote serves such as the signature Southern Comfort Lime and lemonade to the brand’s target market of 18 to 24 year olds.
Joanna Austin, senior brand manager for Southern Comfort at Bacardi Brown-Forman Brands, said the kits are designed to help pub and bar owners make the most of the events in the coming months.
“With the summer of 2012 packed full of social and sporting occasions, we wanted to ensure we were supporting the on-trade and helping them make the most of the opportunities,” she said.

Southern Comfort 
Lime and 
lemonade is an ideal 
summer serve.

“Southern Comfort Lime and lemonade is an ideal summer serve and the latest visibility kits for the variant provide licensees with all the tools to capitalise on the exciting season ahead.”
As well as promoting the Southern Comfort Lime and lemonade serve, BBFB is highlighting a range of other summer serves for the flavoured spirit, including:

Tropical Storm
25ml Southern Comfort Lime
15ml elderflower cordial
ginger beer
lime wedge
Method: Fill highball glass with cubed ice. Pour in Southern Comfort Lime, add elderflower cordial and top with ginger beer. Garnish with a lime wedge.

Louisiana Lilt
25ml Southern Comfort Lime
25ml Finlandia Grapefruit
pineapple juice
three dashes of Angostura Bitters
lime wedge
Method: Fill highball glass with cubed ice. Pour in Southern Comfort Lime, add Finlandia Grapefruit and top with pineapple juice. Garnish with a lime wedge.

Austin added that operators can boost profits this summer by stocking the Southern Comfort ‘family’, which incudes Original, Lime and Bold Black Cherry, which was launched earlier this year.

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