Southern Comfort has seen recent US sales fall

Southern Comfort has seen recent US sales fall

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

The site, which was launched earlier this week, encourages users to submit their own Southern Comfort cocktail recipes. The ten most popular drinks will win the so-called “mug of a mug”, which has the winner's face hand-crafted into its shape.

“The concept behind the new website is all about giving our drinkers a platform to show us, and the world, how they like to drink their Southern Comfort,” Brown-Forman said.

Only US residents over 21 can enter.

The push is part of Southern Comfort's “Whatever's Comfortable” campaign, which in its first year managed to turn around sales drops in the US. However, in Brown-Forman's most recent YTD numbers, the US delivered a mid single-digit fall in sales for Southern Comfort.

To access the Southern Comfort website, click here.