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Brown-Forman finalises Southern Comfort sale

Brown-Forman has completed the sale of Southern Comfort and Tuaca to Sazerac to the tune of US$542.4 million.

Southern Comfort underwent a packaging redesign in 2015

Sazerac plans to put together a “comprehensive” global strategy for Southern Comfort in the next few months, such as evaluating the existing portfolio and packaging – which was redesigned just last year.

The group will then assess any changes or new additions to the range.

“When the brand came up for sale, we knew it would be the perfect addition to our portfolio,” commented Kevin Richards, senior marketing director. “Not only does the brand tie perfectly with our heritage, it’s a wonderful complement to many of our other New Orleans rooted brands.”

Southern Comfort experienced a 5% sales decline in underlying net sales both inside and outside the US in 2014/15.

Brandy-based liqueur Tuaca is usually consumed as an ice cold shot

“We’re looking forward to positioning iconic Southern Comfort for its next 140 years,” added Richards.

“We’re very excited about Southern Comfort’s rich history and the incredible role it has played in American society for over a century.

“It’s one of the great American classics and will be exciting to nurture moving forward.”

Brandy-based spirit Tuaca, traditionally served as an ice cold shot, will also be looked at to determine a comprehensive global strategy and any potential changes that need to be made.

“We’re excited to add Tuaca to the Sazerac family of brands as it is a nice complement to our existing portfolio,” said Rebecca Henry, senior marketing director.

“We look forward to growing the brand’s footprint both on and off premise.”

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