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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.

Sazerac has switched UK distribution for Southern Comfort and Tuaca to Hi-Spirits

Sazerac has switched UK distribution for Southern Comfort and Tuaca to Hi-Spirits

Hi-Spirits already handles several of the company's brands in the market, including Buffalo Trace Bourbon and Fireball. The new brands will join the portfolio from 1 April.

Sazerac said it would be developing a "comprehensive global strategy" for Tuaca in the coming months, including an evaluation of the current packaging. The brand's Italian heritage is expected to play a major role in the new brand strategy.

Meanwhile, Sazerac said it plans to "restore" Southern Comfort's New Orleans connections in both branding and packaging, worldwide.

Last month, Sazerac refused to be drawn on reports that it has purchased Hi-Spirits.


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