Whiskey liqueur adds comfort ‘down south’
Sazerac-owned whiskey liqueur Southern Comfort has partnered with lifestyle brand Duluth Trading to launch limited edition boxer briefs.
The partnership has revamped Duluth’s popular Buck Naked Boxer Briefs – which have garnered more than 20,000 five-star reviews and are known for being no-pinch, no-stink, and no-sweat – with a unique print inspired by Southern Comfort’s bottle and label.
The new Southern Comfort pattern is said to add ‘another layer of comfort down south.’
David Binder, senior brand director at Sazerac, said: “Southern Comfort has a long history of delivering a smooth, approachable experience that reflects the brand’s commitment to comfort and quality.
“Duluth Trading’s reputation for comfort and quality aligns naturally with our brand values. This partnership is a fantastic way to celebrate comfort the best way we know how – with underwear and fine spirits.”
Ricker Schlecht, senior vice-president of product development at Duluth Trading, added: “True comfort doesn’t get much better than a smooth glass of whiskey and your favourite pair of underwear. That’s why we’re thrilled to partner with Southern Comfort for this collaboration and celebrate our brands’ shared love for the finer, and comfier, things in life.”
The limited edition Duluth Trading x Southern Comfort Buck Naked Boxer Brief is available now exclusively on the lifestyle brand’s website for US$24.50.
The briefs are also available at select retail locations while supplies last.
Southern Comfort Spirit Whiskey is available in more than 100 countries worldwide.
The brand offers three expressions: Original at 35% ABV, 100 Proof (50% ABV), and Black at 40% ABV.
Last year, Southern Comfort teamed up with British rapper Aitch to release a limited edition Northern Comfort label.
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