Southern Comfort’s Black

Southern Comfort is bringing a robust new blend to its iconic New Orleans brand in Southern Comfort Black while still featuring creator MW Heron's blend of fruits and spices.

Using the strapline “For those who want their smooth Southern Comfort extra bold,” the launch campaign engages with younger spirits drinkers’ growing interest in American whiskey.

The new 40% ABV premium Southern Comfort expression is being distributed by Hi-Spirits Ireland in the on- and off-trade; by use of 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.

“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,” said George Roberts, Country Manager for Hi-Spirits Ireland, “Southern Comfort Black has an exciting new blend that puts whiskey right back at the heart of the brand’s proposition.”

“There’s a new generation of younger spirits drinkers looking for provenance and authenticity and who appreciate the heritage of American whiskey.”

The Southern Comfort brand was acquired by Hi-Spirits Ireland’s parent company, Sazerac, in April 2016 and the new expression was crafted by Drew Mayville, Sazerac’s Master Spirits Blender.

Hi-Spirits Ireland expects the bolder profile of Southern Comfort Black to have its strongest appeal to men who are seeking out American whiskey.

“The new ‘Spirit of New Orleans’ positioning launched last year has brought Southern Comfort back to its roots” adds George Roberts, “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.

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, please call 01969 5577 or email



Sign Up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's free