For the first time in 65 years Southern Comfort is planning a complete re-design with a new contemporary look bottle.

The new bottle will have concave sides embossed with the brand name "Southern" on one side and "Comfort" on the other, with a bolder typeface and a higher placement to improve visibility of the label.

Another new feature is the addition of the signature of Southern Comfort's creator M.W. Heron, who was a bartender in New Orleans in 1874 when he created Southern Comfort.

"The new bottle better reflects the product's premium status," said Dana Allen, brand general manager.

"It conveys the message that Southern Comfort is a unique product with a unique image. Southern Comfort has always been a distinct American spirit and now its packaging reflects its special status within the drinks industry," she added.