Southern Comfort Black is bringing a robust new blend to the iconic New Orleans brand. “For those who want their smooth Southern Comfort extra BOLD,” the launch campaign engages with younger spirit drinkers’ growing interest in American whiskey.

Southern Comfort Black features an innovative new blend which brings the New Orleans brand’s whiskey credentials to the fore, while still featuring creator M.W. Heron’s blend of fruits and spices. 

George Roberts, Country Manager for Hi-Spirits Ireland, said “Southern Comfort Black has an exciting new blend that puts whiskey right back at the heart of the brand’s proposition. There is a new generation of younger spirits drinkers looking for provenance and authenticity, and who appreciate the heritage of American whiskey.”

“The new ‘Spirit of New Orleans’ positioning launched last year has brought Southern Comfort back to its roots, and while Southern Comfort Original has a strong customer following who enjoy it in a broad range of drinks, Southern Comfort Black will specifically appeal to those looking for a bold whiskey profile, whether they enjoy it straight, on the rocks, or in whiskey-forward cocktails and mixed drinks.”

Using digital and social media, consumers will be able to access the “Blacklist”, an interactive database of all stockists, to find their nearest outlet, and download a range of special offers to encourage trial.

Bottled at 40% ABV, the premium Southern Comfort expression will be distributed by Hi-Spirits Ireland in the on-trade and off-trade from April 2018.