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New Packaging, Positioning, Bringing Whiskey Back and New 80 Proof Black Label Offering All Set To Drive Brand’s Global Acceleration 

New Orleans, LA (May 30, 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 colorful city for 140+ years. In addition, the brand will once again include whiskey in the blend, which over time had been phased out prior to Sazerac’s purchase of the iconic brand in 2016. As a result, new label designs have been developed that better represent the brand’s whiskey credentials and New Orleans affiliation.

Other improvements to the brand include the introduction of a robust, whiskey-forward 80 proof black label expression, in addition to the existing 70 proof and 100 proof bottlings. 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 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.”

Southern Comfort’s new packaging and new 80 proof black label expression will roll out in Summer 2017 in the United States and by the end of 2017 across the rest of the world. Suggested retail prices are as follows in the United States for 750 mL: 70 proof $15.99; 80 proof $17.99 and 100 proof $19.99.

About the Sazerac Company

         Sazerac is one of America’s oldest family owned, privately held distillers with operations in Louisiana, Kentucky, Virginia, Tennessee, Maine, New Hampshire, Maryland, California, United Kingdom, Ireland, France, Australia and Canada. For more information on Sazerac, please visit www.sazerac.com.