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

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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