Click through to see Brown-Formans Southern Comfort & Cola

Click through to see Brown-Forman's Southern Comfort & Cola

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Brown-Forman's Southern Comfort & Cola

Category - Spirits, liqueur RTD, cola-flavoured

Available - From the middle of March

Location - UK, off-trade

Price - RRP of GBP1.99 (US$3.20) per 33cl can

Distribution - Bacardi Brown-Forman

Southern Comfort first entered the pre-mix spirit sub-category in the UK with Southern Comfort Lemonade & Lime in May 2009.

The new variant will target young, male consumers. A 33cl can has been selected ahead of 25cl - the volume of the Southern Comfort Lemonade & Lime can - in response to consumer research and to best appeal to young male adults, Brown-Forman said.

The launch will be supported by a marketing campaign that includes promotional activity, PR and digital outreach.