Southern Comfort is mounting a festive push designed to “celebrate the spirit of New Orleans”.
Running until New Year’s Eve, it will see Southern Comfort ads playing in Cineworld, Everyman, Odeon, Vue, Curzon and Picturehouse cinemas across the UK, with posters rolling out from mid-December across National Rail and London Underground stations and train carriages.
The brand will also run “Southern Quarter” sampling activity in “high profile retail locations”, offering 50ml cocktail tasters.
It would “build on the successful repositioning of Southern Comfort, which emphasises the brand’s connection with the colourful city of New Orleans for 140-plus years” said Amanda McLeod, marketing director at distributor Hi-Spirits. The push would also spotlight the new bottle and label design, “dialling up the brand’s whiskey credentials”.
It comes as Southern Comfort’s value sales have taken a dive over the past year, falling 7.8% (£2.5m) to £29.7m on volumes down 8.1% [Nielsen 52 w/e 9 September 2017].