Bacardi Brown-Forman has launched what it claims is its biggest marketing campaign for Southern Comfort in the UK in the run up to Christmas.

The GBP2.5m (US$4.1m) campaign focuses on the brand's New Orleans heritage and will include nationwide sampling, outdoor advertising, consumer press activity, continuation of the ongoing Jazz FM radio partnership, consumer and trade advertising and limited edition gift packs in the off trade.

The company is also rolling-out a TV advertising campaign, it announced today (21 October), beginning next month.

Jamie Butler, Southern Comfort's brand manager, said: "We are really excited about our Christmas campaign this year and anticipate that it have a great impact on consumers and subsequently sales and profit opportunities for the on trade.

He added: "The unique content and bold sound and vision of the new advertising combined with the other elements of the Christmas campaign will appeal to … adult audiences about Southern Comfort."