Southern Comfort

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Lessons for the spirits industry from Brown-Forman

Following on from just-drinks' analysis of Brown-Forman's performance over the last five years, spirits commentator Richard Woodard consider...

Brown-Forman Q3 results - Preview

On Wednesday, Brown-Forman will report its third-quarter results. Here, just-drinks takes a look at the company's performance in the three m...

Olly Wehring | 15 Jan 2016

Many saw it coming almost four months ago, but yesterday's announcement of Brown-Forman's decision to divest Southern Comfort is part of a strategy that started to take shape as long as five years ago.

Lucy Britner | 14 Dec 2015

With 2015 drawing to a close, just-drinks looks back at the stories that have made the headlines across the global drinks industry. Here, deputy editor Lucy Britner picks out the highs and lows for the spirits category.

Andy Morton | 3 Dec 2015

It has been a strong year for Brown-Forman as it continues to successfully leverage growing global demand for North American whiskey into quarterly profits and sales jumps.

Olly Wehring | 5 Oct 2015

Much as Brown-Forman would not be drawn on reports last week that its Southern Comfort whiskey liqueur has been put up for sale, the brand's performances of late suggest that the end is, if not already upon it, then just around the corner.

Latest Interviews

Southern Comfort, which is inextricably linked with New Orleans, has sat in Brown-Forman's stable for over 30 years now, and has been the recent subject of a makeover. In this month's just the Answer, Olly Wehring talks to the brand's global marketing director about past performance, future opportunities and the danger of over-extending.

Yesterday (2 September), Brown-Forman posted a better-than-expected set of first quarter results. Company CEO, Paul Varga spoke exclusively to just-drinks yesterday afternoon, to explain the secret behind the wine and spirit firm's success, and his hopes for the next fiscal year.

Latest News

Lucy Britner | 11 Apr 2018

Sazerac Co has rolled out its premium Southern Comfort expression to the Irish market.

Lucy Britner | 6 Dec 2017

Sazerac Co's UK distributor has announced a seasonal campaign for Southern Comfort as the company looks to further highlight the brand's heritage. 

Olly Wehring | 26 Jun 2017

Sazaerac Co has followed up the recent repositioning of Southern Comfort with a global packaging update for its other recently-purchased spirits brand, Italy's Tuaca.

Lucy Britner | 31 May 2017

Sazerac Co has unveiled new packaging and a new recipe for Southern Comfort, as it looks to reemphasise the brand's New Orleans provenance cues.

Lucy Britner | 7 Mar 2016

The Sazerac Co has moved the UK distribution of its newly-acquired Southern Comfort and Tuaca brands from Bacardi Brown-Forman Brands to Hi-Spirits.

Andy Morton | 14 Jan 2016

Brown-Forman has agreed to sell its Southern Comfort and Tuaca spirits brands to Sazerac in a deal worth US$543.5m.

Andy Morton | 3 Dec 2015

Brown-Forman's CEO has cooled talk of introducing new flavours to the Jack Daniel's whiskey range, saying the existing extensions "still have a lot of gold to be mined" outside of the US.

Lucy Britner | 18 Nov 2015

Brown-Forman has enlisted a comedian to push a new serve for its ailing Southern Comfort brand. 

Andy Morton | 30 Sep 2015

Brown-Forman has declined to comment on a report it is looking to sell its struggling Southern Comfort brand along with other liqueurs in its portfolio.

Olly Wehring | 16 Jul 2015

Here's a look at what was happening on this day in...

Olly Wehring | 29 May 2015

Here's a look at what was happening on this day in...

Olly Wehring | 5 Feb 2015

Brown-Forman has announced details behind a packaging revamp for its Southern Comfort flavoured spirit brand.

Olly Wehring | 5 Feb 2015

Brown-Forman has added a caramel variant to its Southern Comfort flavoured spirit stable.

Olly Wehring | 11 Dec 2014

Here's a look at what was happening on this day in...

Andy Morton | 3 Apr 2014

Brown-Forman has launched a new website for its Southern Comfort brand that gives consumers the chance to win a mug with their face on it.

Andy Morton | 6 Sep 2013

Brown-Forman has launched the latest online spot behind its ongoing Southern Comfort marketing campaign.

Andy Morton | 22 Aug 2013

Brown-Forman has released the latest chapter in a Southern Comfort marketing campaign that has helped reverse declines in the brand's US sales.

Andy Morton | 8 Jul 2013

Brown-Forman has rolled out its latest Southern Comfort ad to Australia as part of an on-going campaign to boost international sales.

Andy Morton | 2 Jul 2013

Brown-Forman has launched a new TV advert in the US for its Jack Daniel's Tennessee Honey brand.

Andy Morton | 10 Jun 2013

Brown-Forman has unveiled “the next chapter” in a Southern Comfort TV ad campaign that has returned the brand to growth in the US.

Andy Morton | 29 May 2013

Brown-Forman has lined up an RTD extension for its Southern Comfort portfolio.

Olly Wehring | 14 Dec 2012

The top ten stories published on just-drinks last week:

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