The rebrand taps into the brand’s New Orleans heritage, and will roll out across the UK and Ireland this summer.
The Southern Comfort label has been redesigned, while the bottles have been made taller and slightly narrower.
Cocktails and mixed drinks
Other changes to the brand include the UK introduction of a 50% ABV expression developed specifically for the UK on-trade, which joins the existing Southern Comfort Original 35% ABV variant.
The new 50% ABV variant is designed to be used as a premium spirit in cocktails and mixed drinks.
'Unique and spirited'
Sazerac’s senior marketing director Kevin Richards said that the new packaging “reinforces the brand’s authentic whiskey and New Orleans roots.”
“New Orleans was an integral part of Southern Comfort’s positioning for decades. We’re excited to reinforce that critical connection into the future. Like Southern Comfort, New Orleans is adored for its uniqueness and spirited character,” he said.