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Southern Comfort teams up with Aitch
Sazerac-owned Southern Comfort has collaborated with British rapper Aitch on a limited edition bottle.
Labelled ‘Northern Comfort’, the design of the American whiskey liqueur bottle is said to be inspired by the ‘unique energy’ and ‘vibrant’ culture of the UK’s north. It features a photo of Manchester-born Aitch on the front along with his signature.
The idea for the bottle came from a consumer survey that revealed people from ‘up north’ considered where they were from to be friendlier than the south (37% vs 28%). In addition, northerners said they were most proud of their sense of community (48%) and attitudes (47%), which contrasted with southerners’ preference for natural beauty or landmarks (53%).
The research also found that 64% of northerners are proud of their hometown.
Southern Comfort said the bottle gives the north ‘the rager it deserves with an exclusive celebration of northern culture’.
To celebrate its launch, Aitch – real name Harrison James Armstrong – turned a regular train journey up a notch with a surprise one-off show where he performed two of his newest tracks, Raving in the Studio and Straight Rhymez 2.
Aitch teased the train takeover, which travelled through Leeds, Liverpool, Doncaster, Hull and Manchester, on social media.
He said: “Southern Comfort’s all about good vibes, no rules, just enjoying and being yourself, you know – whatever’s comfortable and feels right.
“The north deserves big moments, and this was one of them. Sometimes we can be overlooked up here, so Northern Comfort is all about showing love to the culture, a proper celebration of the north. And what better way to honour that than throwing the sickest party while we travel across the country?”
Northern Comfort is available at all major national retailers and convenience stores in the UK for £22 (US$28).
Trends for Gen Z
Alongside the focus on northerners, Southern Comfort’s study by OnePoll.com uncovered trends from Gen Z drinkers, discovering they are after ‘unique down-to-earth experiences’.
In terms of what makes a night out great, clubs and late-night venues were at the top (29%), followed by a down-to-earth atmosphere (24%) and a good pre-drink (22%).
Gen Z were the generation most influenced by where they live (74%) and who felt strongest about their hometown (76%). More than a fifth (21%) were found to enjoy a ‘cheeky tipple’ on the train.
Other studies this year have found that Gen Z Brits desire ‘baby versions’ of their favourite drinks and are adopting a ‘flexible relationship’ with alcohol.
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