Southern Comfort Black launches in the UK

The 40% ABV American whiskey is described as “bold” and will be backed by a campaign aimed at younger spirit drinkers who are interested in the category.

Creator MW Heron’s blend of fruits and spices remains a key component of the spirit, while the product’s whiskey credentials have been pushed to the fore.

Master blender​

The new expression was crafted by owner Sazerac’s master spirits blender Drew Mayville. Supplier Hi-Spirits is currently in talks with two pub companies about stocking rights, as well as independent wholesalers.

Hi-Spirits managing director Dan Bolton said: “There is a new generation of younger spirits drinkers looking for provenance and authenticity, and who appreciate the heritage of American whiskey.

“Southern Comfort Black is a bold expression, combining a robust new whiskey profile with the iconic Southern Comfort fruits and spices,” he added.

“Our high profile launch campaign will encourage trial and give consumers the opportunity to put Southern Comfort Black at the heart of the repertoire of drinks they enjoy.”

Southern Comfort Black​

Southern Comfort Black has an RSP of £25 for a 70cl bottle and joins 35% ABV Southern Comfort original, as well as 50% ABV Southern Comfort 100.

“The new ‘Spirit of New Orleans’ positioning launched last year has brought Southern Comfort back to its roots, and while Southern Comfort Original has a strong customer following who enjoy it in a broad range of drinks, Southern Comfort Black will specifically appeal to those looking for a bold whiskey profile, whether they enjoy it straight, on the rocks, or in whiskey-forward cocktails and mixed drinks,” said Bolton.