Southern Comfort sales have been in decline for a few years

Southern Comfort sales have been in decline for a few years

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.

Reuters yesterday reported that Brown-Forman had hired Goldman Sachs to investigate a sale of brands including Southern Comfort and Chambord. The company wants to focus on its core North American whiskies such as Jack Daniel's, the report said, citing people familiar with the matter.

A spokesperson for Brown-Forman told just-drinks that the company does not comment on rumours.

The Southern Comfort brand has seen sales fall in its global markets - in B-F's most recent quarter it was down by 4%, on the back of a 5% decrease in fiscal-2015.

Management had pinned hopes of a recover of the brand on an award-winning marketing campaign that initially reversed declines in the US and some other markets before petering out.

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In contrast, Jack Daniel's has driven solid growth for Brown-Forman, helped by flavoured extension Tennessee Honey. Analysts have also said that initial sales of new flavour Tennessee Fire have been stronger than Honey's at the same stage.

Brown-Forman bought the raspberry liqueur Chambord in 2006.