Southern Comfort is to benefit from a record £2.5m marketing campaign this Christmas with a focus on its New Orleans heritage.

The push for the Bacardi Brown-Forman brand, starting next month, will include TV and outdoor advertising and sampling.

In a departure from the brand’s usual Mardi Gras focus, the TV adverts will centre on traditional New Orleans culture, such as Creole food,  steamboats and jazz. They will not be Christmas-themed, unlike the brand’s outdoor advertising.

Brand manager Jamie Butler said it was vital to raise the brand’s profile in the off-trade to appeal to festive shoppers.

“We anticipate that the campaign will have a great impact on consumers and subsequently sales and profit opportunities for the off-trade,” Butler said.

The brand is also launching new Southern Comfort limited edition festive gift packs exclusively for independent retailers.