Southern Comfort has introduced a new caramel comfort flavour of its global liquer brand to the US market, accompanied by a comprehensive pack redesign.
Caramel comfort has been designed to appeal to a broad demographic and continues the brand’s “heritage as the leader in the flavoured spirit category”. The 55-proof beverage will be available from early March in 750ml bottles for a suggested price of $16.99.
The company’s US brand director, Jennifer Powell, said: “Caramel Comfort presents an opportunity to strengthen the Southern Comfort franchise by delivering on a decadent and great tasting flavor experience. Caramel is a versatile and emerging flavor which appeals to both men and women. This new flavor entry can be used in cocktails, as a stand-alone chilled shot or even in dessert drinks.”
The new flavour is supported by new packaging from a Texas-based creative firm that “elevates the modern cues of the brand, while retaining welcoming and approachable characteristics,” Southern Comfort said.
Helms Workshop’s design features a unique icon on the neck and label and a bottle shape inspired by the brand’s heritage, and will be applied across a number of Southern Comfort’s products.
Southern Comfort’s global marketing director, Lena DerOhannessian, said: “Southern Comfort is a sweet, smooth and delicious drink created by a bartender in 1874 to let his patrons experience a more enjoyable cocktail. The new packaging and visual identity lets drinkers know Southern Comfort is truly the ‘flavor of whiskey made comfortable’ and unlike any other brand on the market.”
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