SOUTHERN Comfort is looking to drive sales in the on-trade this autumn with the introduction of themed promotional kits.
The ‘spooky’ Hallowe’en kits, which are available to operators through local sales reps, aim to boost the visibility of the speciality spirit brand in the approach to October 31.
As well as point of sale materials, the kits include a number of ‘gift with purchase’ items like hats, glasses and masks, which aim to boost footfall, sales and profits for operators as the trade begins to gear u ap for the Christmas season.
The materials, carrying the strapline ‘here’s to the unexpected’, promote signature Southern Comfort serves such as Southern Comfort Lime and lemonade and the newly introduced Black Cherry Jam, which uses the brand’s recently introduced Southern Comfort Bold Black Cherry product.
Ideally served in a jam jar glass, the Black Cherry Jam drink mixes 35ml of Southern Comfort Bold Black Cherry with two bar spoons of morillo cherry jam (or cherry puree) and 40ml of apple juice. The jam jar glass is filled with crushed ice, and then the Southern Comfort Bold Black Cherry, jam and apple juice are added and shaken together.
The drink is then garnished with a cherry and a lemon wedge before serving.
“Hallowe’en is an exciting platform which, like Southern Comfort, has links to New Orleans, and with footfall being more important than ever, we recognise that Hallowe’en is the perfect occasion to help drive customers into outlets and keep them there,” said brand manager Natasha Pattison.
“Following previous successful campaigns, we are confident that the new promotional kits will inspire consumers to get involved in Hallowe’en parties, thus increasing sales.
“We would encourage publicans and bar owners to stock up on the full Southern Comfort range, in order to drive sales and profits this autumn.”
Created in New Orleans in 1874 by bartender Martin Wilkes Heron, Southern Comfort is now part of the Brown-Forman drinks portfolio and is distributed in the UK by Bacardi Brown-Forman Brands.
As well as Southern Comfort Lime and Southern Comfort Bold Black Cherry, the range also includes Southern Comfort Original and two premix formats: Lemonade & Lime and Southern Comfort & Cola, both of which are available in 250ml cans.
Image: The Southern Comfort promotional packs include gifts like masks, hats and glasses.