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Product Launch - US: Brown-Forman's Southern Comfort Fiery Pepper

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Brown-Forman's Southern Comfort Fiery Pepper

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Category - Spirits, liqueur, whiskey-based, flavoured, 35% abv

Available - From next month

Location - US, nation-wide

Price - SRP of US$16.99 per 75cl bottle

Distribution - Brown-Forman

Brown-Forman has partnered with McIlhenny Company, the producer of Tabasco brand pepper sauce, with Southern Comfort Fiery Pepper. The Southrn Comfort variant is a “fusion” of Southern Comfort and Tabasco.

The launch will be backed by an advertising campaign consisting of a ten-week national television buy in the fall which includes commercials, integrations and custom features on ESPN, TBS, TNT, Comedy Central and Discovery. The push will carry the tagline 'Sometimes a Burning Sensation is Good News'.

A global roll-out of the variant is planned in the near-future.


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