A feeling of belonging and connection is all that we yearn for and Southern Comfort has a similar effect on you.
Kevin Richards, who is the senior marketing director for Southern Comfort is building up a strong game by going back to the drink’s roots – whiskey – which we have always assumed it contained.
Southern Comfort’s usual old secretive recipe is believed to be a blend of fruits and spices, and does not contain whiskey at all – it is instead a mix of neutral grain spirit. The illusion of giving a kick to its drinkers will soon be phased out and will start with its improvised label, bottle and an actual whiskey which is all set to hit the market in July.
The Sazerac Company, the new owner of Southern Comfort which was bought from Brown-Forman last year is hoping to up their game and not remain confined in the liqueur zone. Ditching its famous flavored drinks like Lime Comfort and Caramel Comfort, they are now aspiring to become a fully-fledged whiskey producer. The last time when this drink was tagged as cool was “when Janis Joplin made a show of swigging it day and night”. This twist can reverse the situation and bring a change in the mind of its consumers. This is a good news for all the drinkers, especially the younger generations, who crave the craft beer vibes in the city.