Southern Comfort Black heads over to UK

Hi-Spirits is launching a new blend of Southern Comfort into the UK, supported by a marketing campaign targeting younger drinkers and American whiskey fans.

Southern Comfort Black, which will be introduced into the UK off-trade from March, is described as “an innovative new blend”, which still features creator MW Heron’s original 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.”

The new expression has been crafted by Drew Mayville, Sazerac’s master spirits blender, who acquired Southern Comfort in 2016. Hi-Spirits expects the bolder profile of Southern Comfort Black to appeal to male American whiskey fans in particular.

Bolton added: “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 ehart of the repertoire of drinks they enjoy.”

Southern Comfort Black is priced £25 for 70cl.

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