Southern Comfort in historic revamp

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Brown-Forman Beverages Worldwide is launching a new bottle for leading brand Southern Comfort, its first redesign in 65 years.

The new bottle will be available from this Summer, and features cut-out sides embossed with the brand name, Southern on one side and Comfort on the other.
The brand name is also placed higher on the bottle to improve visibility on-shelf, while the label still contains the traditional plantation image.

Brown-Forman vice-president, global marketing director Richard Ferne said: "We've kept the best about Southern Comfort and changed the rest. The fresh new bottle better reflects the product's premium taste and conveys the message that Southern Comfort is a unique product with a unique image."