Southern Comfort unveils first GTR exclusive

Southern Comfort has developed its first exclusive travel retail flavour, Blood Orange, as the brand continues to suffer sales declines blamed on pressure within the flavoured whisky market.

Southern Comfort Blood Orange will launch exclusively at World Duty Free Group stores from May

Southern Comfort Blood Orange will launch exclusively with the World Duty Free Group in May, before a global travel retail (GTR) roll out in August.

Under the slogan “Grab an orange by the bottle”, the launch will be supported by promotional activities accompanied including samplings of signature serves at airports, ferries and other travel outlets across the globe.

The new expression comes just weeks after Brown-Forman revealed that Southern Comfort experienced a 5% decline in net sales in the third quarter of its fiscal year, as a result of “pressure from other flavoured whiskies”.

“Southern Comfort Blood Orange has outstanding flavour and as such is great for cocktails or simply enjoyed over ice,” commented Jeannine Wise, GTR marketing director for Brown-Forman, which owns the whisky flavoured liqueur range.

Last month, Southern Comfort unveiled a packaging overhaul of its entire portfolio, alongside the release of a new flavour variant – Southern Comfort Caramel.