Southern Comfort has launched a marketing campaign called Go Drink Yourself! that encourages drinkers to create their own cocktails in a bid to win prizes.

Consumers can experiment with what mixers best complement Southern Comfort and upload their creations online.

The winners will be those that get the most likes on social media, and they will receive handcrafted drinking mugs featuring an exact replica of the their faces and features.

Marketing manager Gwen Ridsdale said: “We know that getting Millennials excited about the launch of a new website is pretty challenging. We needed a strategy that would engage with them and strike a chord with other influential web users.

“Go Drink Yourself is a fun way to educate our target demographic about the versatility of Southern Comfort and plays to the wants of Millennials, whilst still championing what Southern Comfort stands for as a brand.”