Brown-Forman is investing £700,000 in renewing Southern Comfort’s collaboration with consumer magazine FHM. The deal will give the spirit brand promotional slots over a 12-month period and builds on the partnership which started last September.

Southern Comfort’s branding will appear alongside a feature called The Four Musketeers, which shows groups of friends taking part in a series of “one-off lifetime challenges” such as shark diving in South Africa.

Sophie Angelis, marketing director, said: “The musketeers are a humorous way to create a personality for the brand and build a relationship with its 18 to 24-year-old male audience.”