Southern Comfort is undergoing a flashy relaunch with new bottle design that emphasises the spirit’s New Orleans heritage.

The Bacardi Brown-Forman brand will feature the new design from next month in time for the summer cocktail season.

The old illustration of the city on the bottle’s front label will be replaced with a gold-coloured embossed image of a more modern scene of the French Quarter to highlight Southern Comfort’s premium credentials.

Along with a new ‘None Genuine But Mine’ strapline at the bottom of the bottle, the neck-wrap will feature a collage design “that exemplifies the culture and vibe of New Orleans”, said Jamie Butler, brand manager.

“We are immensely proud of our product and the brand’s one-of-a-kind birthplace so wanted to bring this to life on our bottles most effectively as possible,” Butler added.

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