Sazerac updates Southern Comfort recipe

Sazerac has revealed a new recipe and global packaging design for its Southern Comfort brand, at the same time as introducing an 80 Proof expression to the core range.

The new 80 Proof Black Label expression joins the 70 Proof and 100 Proof bottlings

The brand will once again include whiskey in the blend, which over time had been phased out prior to Sazerac’s purchase of the brand in March 2016.

Sazerac completed its acquisition of Southern Comfort from Jack Daniel’s maker Brown-Forman as part of a US$544 million deal that also involved the purchase of Tuaca.

The brand will also unveil new 80 Proof Black Label expression, in addition to the existing 70 Proof and 100 Proof bottlings.

The revamped packaging and new positioning, dubbed The Spirit of New Orleans, is a nod to the brand’s connection to the city for over 140 years.

The bottles have been made taller and slightly narrower and will retain their iconic fluted shoulders plus the signature of the creator, M.W. Heron.

“We believe the new packaging reinforces the brand’s authentic whiskey and New Orleans roots,” states senior marketing director Kevin Richards.

“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.”

“We’re incredibly excited about our plans to strengthen Southern Comfort’s position as an iconic global whiskey brand for the next fifty years,” said Mark Brown, president and CEO of Sazerac. “We believe Southern Comfort can be a 10 million case brand one day.”

Southern Comfort’s new packaging and 80 Proof expression will roll out in summer 2017 in the US. It will be available to the rest of the world in 2018.

The RRPs in the US are: 70 Proof US$15.99; 80 Proof US$17.99 and 100 Proof US$19.99.

The repackaging follows Sazerac’s relaunch of Tuaca earlier this month, unveiling a new recipe and bottle design.