Sazerac's Southern Comfort Hard RTD range - Product Launch - Just Drinks
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Sazerac’s Southern Comfort Hard RTD range – Product Launch

05 May 2021 (Last Updated May 10th, 2021 10:53)

Sazerac has launched a premix range in Australia for the Southern Comfort brand.

Sazerac’s Southern Comfort Hard RTD range

Category – RTD, Bourbon-based, 4.6% abv

Available – From this month

Location – Australia

Price – SRP of AUD6.99 (US$5.40) per 33cl can on e-commerce platform BoozeBud.com

Sazerac has launched a premix range in Australia for the Southern Comfort brand.

Southern Comfort Hard is a 4.6%-abv blend of Bourbon and “Southern flavours”, Sazerac said. The range comprises Hard Peach and Hard Apple.

“Flavoured premix beverages have been the fastest growing category in Australia over the last year,” said Fraser Lockwood, the marketing director for Southern Comfort’s Australian distributor, Southtrade International. “This innovation came from a lot of consumer engagement and the desire to create something that is truly different to the rest of the category.”

Australia is a key international market for spirits RTDs. Brown-Forman, which sold Southern Comfort to Sazerac in 2016, said in November that Australia was one of the markets to have shown surprisingly strong growth for RTDs last year.

Why COVID has prompted an RTD tsunami from spirits brand owners – Click here for a just-drinks comment