US: Brown-Forman continues Southern Comfort revival with new ad
The new spot, “Karate”, follows June's “Shampoo” and will air in the US from next month, Brown-Forman said today (22 August). The ad is already running in Australia and will release in the UK and South Africa later this year, the company said.
The new ad continues the brand's “Whatever's Comfortable” push, which has helped the portfolio post growth for the first time in five years in the US.
In an exclusive interview with just-drinks ahead of the Shampoo launch, a brand executive described the “Whatever's Comfortable” campaign as a “secret weapon” that will turn around sales outside of the US. Global sales of Southern Comfort fell 4% in the group's most recent full-year.
The third part of this month's management briefing, in which Euromonitor considers the year ahead for the global drinks industry, sees Jeremy Cunnington and Spiros Malandrakis look at the spirits cate...
Through much of the review period, Brown-Forman has struggled for growth. However, in 2012 its rate of growth picked up as the early results of its 10-year plan, announced in 2010, started to show as ...
If Scotch sales receive an end-of-year bump this month, there's a good chance it is from whisky executives toasting a banner year for the brown stuff....
Over the last 10 years RTD's as a category may not have grown at anywhere near the level it did between 1998 and 2003 but it has, nevertheless enjoyed steady global growth. This reality flies in the f...
Some interesting developments have been occuring within the Vodka category since the publication of our previous global market review of the category....
This is the second edition of our popular ranking of the world's leading spirits brands....
- No Home Comfort for TWE as Bids Collapse
- Treasury Wine Estates: Here I Go Again On My Own
- Bacardi Seeks Own History at Bombay Sapphire Home
- Will low-alcohol wines wither on the vine?
- Private-equity bids "over" - TWE head
- Carlsberg suspends production at Russian brewery
- Anheuser-Busch InBev appoints new AmBev CEO
- Treasury Wine Estates pulls plug on takeover talks
- Diageo's Johnnie Walker hit by Travel Retail slump
- Quintessential Brands changes MD at Essential unit