US: Brown-Forman launches Southern Comfort pre-mixed cocktails

By | 11 June 2009

Brown-Forman is launching is launching two premium pre-mixed, ready-to-serve cocktails using its Southern Comfort brand, as it looks to capture more share of the retail drinks market.

Southern Comfort Hurricane Cocktail and Southern Comfort Sweet Tea Cocktail will be on retail shelves nationally in mid-June, Brown-Forman said this week.

"We are launching these ready-to-serve cocktails to answer the demand for pre-mixed solutions as consumers spend more time entertaining at home," said Campbell Brown, vice president, director Southern Comfort Americas. "All people have to do is grab a glass of ice, pour and enjoy."

The group has already enjoyed success with its Southern Comfort and Lime concept in the on-trade. 

Brown said: "Sweet tea's growing popularity nationally and lighter taste profile makes for a smooth, refreshing Southern Comfort cocktail, while the New Orleans roots and Mardi Gras beginnings of the Hurricane make for a natural fit for the brand."

The Southern Comfort Ready-To-Serve Cocktails are only available in the US in a 1.75-litre size with a suggested retail price of $19.99.

Brown-Forman yesterday reported full-year net sales and profits down 3% and 1% respectively.

Sectors: Spirits

Companies: Southern Comfort, Brown-Forman

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