Brown-Forman has lined up a packaging revamp for its Southern Comfort spirits brand.

The US-based company confirmed late last week that it will roll out the packaging update globally from May, with the labelling taking skews from Southern Comfort's New Orleans origins.

The main shield label in the centre of the bottle will feature a 'Fleur de Lis', the symbol of New Orleans and reference to the city’s French heritage, while filigree illustrations reminiscent of the wrought iron balconies found in the French Quarter of New Orleans appear within the Southern Comfort logo

Imagery related to the city features underneath the logo.

A smaller label towards the bottom of the bottle includes the quote “None Genuine But Mine”, which was originally written on all Southern Comfort bottle labels by the brand's creator, bartender M.W. Heron.

“We are delighted with the new packaging and the way it brings our heritage to life,” said Jamie Butler, Southern Comfort's brand manager. “We are immensely proud of our product and the brand’s ... birthplace so wanted to bring this to life on our bottles.”