Hi-Spirits launches Southern Comfort Black in the UK

Feb 26, 2018by Owen Bellwood

Distribution company Hi-Spirits will launch the latest Southern Comfort expression, called Southern Comfort Black, in the UK next month.

The new expression from the Sazerac-owned brand will launch in the on- and off-trade in March, and will be accompanied by marketing activations, which carry the strapline, "For those who want their smooth Southern Comfort bold”. Southern Comfort Black features a new blend, which highlights the New Orleans brand's whiskey credentials and still carries creator MW Heron's blend of fruits and spices. Dan Bolton, managing director of Hi-Spirits, said: "Southern Comfort Black has an exciting new blend that puts whiskey right back at the heart of the brand's proposition. There is a new generation of younger spirits drinkers looking for provenance and authenticity, and who appreciate the heritage of American whiskey." To promote the launch in the UK, Hi-Spirits has launched The Blacklist, an interactive database of stockists that consumers will be able to access through social media. Through The Blacklist, consumers will be able to find their nearest on-trade and off-trade outlets, and can download a range of special offers and vouchers. Bolton said: "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." Rye whiskey maker Sazerac purchased the Southern Comfort brand from Brown-Forman in 2016 and has since revealed a new recipe and global packaging design.