Southern Comfort Black brings New Orleans to Ireland
New Southern Comfort Black is about to hit the Irish trade, with a view to bringing the flavour of New Orleans whiskey to the Irish market.
Print11 April 2018
A robust new blend of Southern Comfort is aiming to engage with a renewed interest in American Whiskey this year.
The 40% ABV premium Southern Comfort Black will be distributed by Hi-Spirits Ireland in both the on and off-trades, starting this month. 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.
“Southern Comfort Black has an exciting new blend that puts whiskey right back at the heart of the brand’s proposition,” says George Roberts, country manager for Hi-Spirits Ireland. “There is a new generation of younger spirits drinkers looking for provenance and authenticity, and who appreciate the heritage of American whiskey.”
The new expression has been crafted by Drew Mayville, master spirits blender for Southern Comfort brand owner Sazerac. Hi-Spirits Ireland expects the bolder profile of Southern Comfort Black to have its strongest appeal to men who are seeking out American whiskey.
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.
“The new ‘Spirit of New Orleans’ positioning launched last year has brought Southern Comfort back to its roots,” Roberts said. “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.
“Our high profile launch campaign will encourage trial and give consumers the opportunity to put Southern Comfort Black at the heart of the repertoire of drinks they enjoy,” he added.
Southern Comfort Black joins Southern Comfort Original (35% ABV) and on-trade only Southern Comfort 100 (50% ABV) in the range distributed by Hi-Spirits Ireland.
To contact Hi-Spirits Ireland, call 01969 5577 or email info@hi-spirits.ie.
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