Bacardi Brown Forman Brands (BBFB) is giving whisky-flavoured spirit Southern Comfort a new look.
The new bottle, which is rolling out now, features a broader shoulder, rounded neck and brighter red colours than before. BBFB said the new design was intended to reflect the drink’s brand positioning: ‘Whatever’s Comfortable’. Familiar features such as founder MW Heron’s signature and the year 1874 are retained.
“Our vision was to create a bottle that told the story of Southern Comfort in a more contemporary way yet still celebrated the brand’s rich heritage,” said marketing manager Gwen Ridsdale.
“We believe the new design has embodied the confident personality and values of the brand and will help to recruit new consumers and revolutionise the way consumers drink and retailers stock Southern Comfort. We’re confident that our new packaging design will offer great on shelf stand out and keep the brand front-of-mind amongst 18-24 year olds.”
Sales of Southern Comfort were up 1.4% last year to £30.9m, though volumes fell 4.0% [Nielsen 52 w/e 11 October 2014].
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