Brown-Forman has launched a £6m advertising campaign for Southern Comfort.
The Between Friends' commercial, which will run across terrestrial and satellite TV until the end of the month, is designed to "restore relevancy and credibility to the brand". Aimed at drinkers aged between 18 and 24, it shows a group of friends on a rooftop playing poker and drinking the spirit.
The brand's marketing director, Sophia Angelis, said: "The aim is to build on the friendship theme in a way that will encourage consumers to reassess Southern Comfort and allow a unique brand positioning in the spirits market."