Southern Comfort is pushing its New Orleans roots as part of a month-long Mardi Gras campaign in February.
More than 4,000 point of sale kits are available in the on-trade with promotional activity focused on the brand's perfect serve of SoCo with lime and lemonade over ice with a wedge of fresh lime.
On trade customers can receive branded SoCo Mardi Gras beads and feather masks when they buy a SoCo, lime and lemonade.
There is also a competition to win branded iPod speakers and inflatable SoCop sofas while quirky games such as "Pass the Beads" and "Mardi Gras Limbo" have also been designed for key accounts such as Candu and G1.
"Results from 2008 showed us that more than 17% of consumers went into outlet because of SoCo Mardi Gras activity, so we know that it successfully drives footfall," said regional marketing manager Neil Aitken.
"We aim to build on the tremendous success of last year by supporting the on trade throughout February 2009 with even better Mardi Gras themed gifts, POS and fantastically fun activity."