The Story

• It all started in 1874 when M.W. Heron, a bartender, took harsh whiskies of the time, floating down the Mississippi River into New Orleans, and blended them with fruits and spices coming from all over the world.
• New Orleans – the birthplace of the American cocktail and the birthplace of Southern Comfort

Consumer

• Heavy loyalists (45+, split male/female) currently consuming almost 1M cases annually in the US.
• We have restored the brand to whiskey as M.W. Heron intended, but maintained the flavor profiles loyalists love.
• Nearly 60% of Southern Comfort customers drink only this brand or very few others – low substitutability.
• 90% aided awareness with over 70+% trial amongst spirit drinkers.
• Delivers 60% lift when on promotion.