New packaging for Southern Comfort aims to give greater emphasis to capturing the spirit of New Orleans.
The new look, which rolls out from May, includes an updated illustration on the neck wrap of the bottle in a style intrinsic to the city. For example, the main label in the centre of the bottle features a Fleur de Lis, the symbol of New Orleans and reference to the city's French heritage.
Illustrations reminiscent of the wrought-iron balconies in the city's French Quarter appear within the Southern Comfort logo.
A smaller label towards the bottom of the bottle includes the quote "None Genuine But Mine", originally written on all Southern Comfort bottle labels by creator Martin Wilkes Heron to identify his unique spirit. Bartender Wilkes invented the spirit in 1874 after experimenting with combinations of whiskey, fruit and spice flavours.
"We are delighted with the new packaging and the way it brings our heritage to life," says brand manager Jamie Butler.
"We are immensely proud of our product and the brand's one-of-a-kind birthplace, so wanted to bring this to life on our bottles as effectively as possible.
"Southern Comfort continues to have great success in the on-trade and is currently the number seven spirit brand (according to Nielsen on and off-trade Market Ranking Report 2009)."