Southern Comfort unveils new flavour and packagingBy Annie Hayes
Southern Comfort has expanded its portfolio with the launch of Caramel Comfort, to coincide with a packaging makeover of the brand’s entire range.
The latest addition to the company’s flavoured spirit category is packaged in the revamped bottle shape that displays a new icon on the neck and label.
The redesign aims to reflect the brand’s heritage and features the iconic fluted shoulders recognized by consumers.
Jennifer Powell, Southern Comfort US brand director, said: “Caramel Comfort presents an opportunity to strengthen the Southern Comfort franchise by delivering on a decadent and great tasting flavour experience.
“Caramel is a versatile and emerging flavour which appeals to both men and women. This new flavour entry can be used in cocktails, as a stand-alone chilled shot or even in dessert drinks.”
The new-look packaging was designed by Helms Workshop, an award-winning creative firm based in Austin, Texas.
Christian Helms, Helms Workshop owner, said: “We challenged the team to consider the entirety of the brand’s history and visual equity, rather than simply focusing on refining the previous packaging.
“We also engaged consumers in a dialogue around brand personality and values to gain insight into how to leverage those aspects of the brand in crafting the new identity.
“As a result we pulled forward and refined elements from the past that communicated Southern Comfort’s unique history while creating new language and iconography that speaks directly to contemporary drinkers.”
Caramel Comfort and the new Southern Comfort packaging will be distributed throughout the US in early March.
Caramel Comfort has a suggested RRP of US$16.99 for a 750ml bottle.