THE firm behind Southern Comfort in the UK has introduced a new-look bottle for the brand as it looks to reinforce the product’s identity as an American whiskey liqueur.
The bottle features a star icon on the neck label with the word ‘one’, and the bottle’s shape and neck lines have been designed as ‘whiskey cues’.
The new packaging has been rolled out in support of the brand’s ‘Whatever’s Comfortable’ marketing campaign.
Gwen Ridsdale, marketing manager for Southern Comfort at Bacardi Brown-Forman Brands, said the goal of the redesign was “to create a bottle that told the story of Southern Comfort in a more contemporary way yet still celebrated the brand’s rich heritage”.
“We believe the new design has embodied the confident personality and values of the brand and will help to recruit new consumers and revolutionise the way consumers drink and retailers stock Southern Comfort,” said Ridsdale.