American whiskey brand in the black

Southern Comfort expression targets ‘new generation’ of drinkers

Southern Comfort and Cola
Southern Comfort Black is the third expression in the range and is said to have a bold taste.

YOUNGER consumers with an interest in American whiskey will be the target audience for a new expression of Southern Comfort.

Southern Comfort Black (40% ABV) was introduced in the UK this month by distributor Hi-Spirits and joins Southern Comfort Original (35% ABV) and Southern Comfort 100 (50% ABV) in the range.

“Southern Comfort Black has an exciting new blend that puts whiskey right back at the heart of the brand’s proposition,” said Hi-Spirits managing director, Dan Bolton.

“There is a new generation of younger spirits drinkers looking for provenance and authenticity, and who appreciate the heritage of American whiskey.”

The new expression was created by Drew Maryvill, master spirits blender at Sazerac, the American drinks firm that bought Southern Comfort in 2016, and is described as having a “bolder” flavour profile than the Original variant.

A UK-wide launch campaign uses the strapline ‘for those who want their smooth Southern Comfort BOLD’.

Social media activity will see consumers encouraged to access the ‘Blacklist’, an interactive database that will help them locate their closest on and off-trade stockists.

“The new ‘Spirit of New Orleans’ positioning launched last year has brought Southern Comfort back to its roots, and while Southern Comfort Original has a strong customer following who enjoy it in a broad range of drinks, Southern Comfort Black will specifically appeal to those looking for a bold whiskey profile, whether they enjoy it straight, on the rocks, or in whiskey-forward cocktails and mixed drinks,” said Bolton.

“Southern Comfort Black is a bold expression, combining a robust new whiskey profile with the iconic Southern Comfort fruits and spices.

“Our high profile launch campaign will encourage trial and give consumers the opportunity to put Southern Comfort Black at the heart of the repertoire of drinks they enjoy.”

The new addition is the latest step Sazerac has taken to grow the Southern Comfort brand in the UK, following the launch of Southern Comfort 100 and a bottle redesign.