Back in the 1800’s whiskeys were harsh and unrefined. That was until MW Heron, a humble bartender in New Orleans came along and mixed them with a blend of fruits and spices. Southern Comfort was born and the good days began. This wasn’t a whiskey to be endured, it was to be enjoyed.

This month Southern Comfort is launching a new bottle design, heralded by the comfortable look that made it famous.

The new packaging is simple, confident, and direct. It’s relevent today, whilst reflecting the brand personalitySouthern-comfort-new-bottle and remaining timelessly relevant to Southern Comfort’s brand architecture and positioning.

The new bottle shape draws on Southern Comfort’s rich heritage and wears the same fluted shoulder you’ll recognise from the past. The curved necklines and structure of the bottle really amplify the brand’s American whiskey heritage and comfortable personality.

A new icon on the neck and label proudly declares Southern Comfort’s unique product offering and taste as a category of one. The shield and stacked logo are an evolution of Southern Comfort’s history, with MW Heron’s signature still gracing every bottle.

Recognisable, Iconic Elements

The packing leverages recognisable, iconic elements while shedding any unclear communication, with the all-important “none genuine but mine” message announcing the specialty of the spirit.

With the redesign, which has been led by Christian Helms and the award-winning creative team at the Austin-based Helms Workshop, you’ll find familiar and comfortable brand elements but also its own distinguishing traits and characteristics.

Gwen Ridsdale, Southern Comfort Marketing Manager for the UK said: “Southern Comfort is an iconic brand with longevity that represents being comfortable with who you are and what you drink, so it was imperative that this was amplified in the new packaging.

“The bottle has been designed to engage with a broad range of new and existing consumers, really helping to cement our Whatever’s Comfortable attitude that resonates so well with our consumers.”

But there’s one thing that hasn’t changed. The taste. Each sip is packed with the distinct combination of whiskey, fruit and spice flavours – a taste of whiskey made comfortable.

Southern Comfort Original hits the supermarket shelves in May and will be available in 35cl, 70cl and 1ltr at 35% ABV.

To find out more and to join the comfortable, go to Facebook.com/SouthernComfort or visit our website southerncomfort.com

Stay Comfortable. Drink Responsibly

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