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. The brand now once again includes whiskey in the blend, which over time had been phased out prior to Sazerac’s purchase of the iconic brand in 2016. New label designs were also implemented that better represent the brand’s whiskey credentials and New Orleans affiliation.
Other recent brand improvements 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.
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.
Southern Comfort’s new packaging and new 80 proof black label expression are now available in Australia.