New branding takes Southern Comfort back to its roots

7th June 2017

Southern Comfort has officially found its way back to New Orleans with a revamped package and new positioning, tabbed "The Spirit of New Orleans," a nod to the brand's connection to the colourful city for 140+ years. The new label designs have been developed to better represent the brand's whiskey credentials and New Orleans affiliation.

Other improvements to the brand include the UK introduction of a robust 100 proof (50% ABV) expression specifically developed for the UK on-trade, in addition to the existing Southern Comfort Original 35% ABV variant. The bottles have been made taller and slightly narrower and will retain their longstanding iconic fluted shoulders plus the signature of the creator, M.W. Heron. An upscale cap rounds out the packaging enhancements. 

"We believe the new packaging reinforces the brand's authentic whiskey and New Orleans roots," states Sazerac senior marketing director Kevin Richards. "New Orleans was an integral part of Southern Comfort's positioning for decades. We're excited to reinforce that critical connection into the future. Like Southern Comfort, New Orleans is adored for its uniqueness and spirited character."

Indeed, Southern Comfort's roots run deep in New Orleans, as does brand owner Sazerac's. In 1874 creator and legendary southerner M.W. Heron created the first batch of his genuine smooth drinking Southern Comfort whiskey using his very own blend of fruits and spices. Around the same time the Sazerac Company was planting its roots in New Orleans at the Sazerac Coffee House on Exchange Alley in the French Quarter, home of the world-famous Sazerac Cocktail. 

In the 140 years since its humble origins, Southern Comfort has become a highly successful global whiskey brand, selling in more than 100 countries. It has become a key ingredient in America's drinking landscape and pop culture for generations. "We're incredibly excited about our plans to strengthen Southern Comfort's position as an iconic global whiskey brand for the next fifty years," said Mark Brown, president and chief executive officer, Sazerac Company. "We believe Southern Comfort can be a 10 million case brand one day."

Dan Bolton, managing director of distributor Hi-Spirits, said: "Southern Comfort in the UK is the same high quality, premium spirit that it has always been, with whiskey at the heart of the recipe. With the brand's whiskey roots and heritage in New Orleans, a city known for good times and great cocktails, the new-look packaging and positioning captures that spirit perfectly."

Amanda McLeod, marketing director of Hi-Spirits added: "We're very pleased to be launching Southern Comfort 100 Proof exclusively to the on-trade in the UK and Ireland. It still features the distinctive Southern Comfort blend of whiskey, fruits and spices created by M.W. Heron, but at 50% ABV, it's a premium spirit that will inspire bartenders to create some interesting new cocktails and mixed drinks."

Southern Comfort Original 70cl has an ABV of 35%, with an RSP of £21. For more information, contact Hi-Spirits on 01932 252 100, email, or visit

Southern Comfort's new packaging and 100 proof expression will roll out in Summer 2017 in the UK and Ireland.

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