New lime flavour for So-Co

By Noli Dinkovski

- Last updated on GMT

Southern Comfort Lime: aimed to capitalise on day-time drinking
Southern Comfort Lime: aimed to capitalise on day-time drinking

Related tags Southern comfort

Bacardi Brown Forman Brands (BBFB) is to capitalise on the “daytime drinking occasion” by launching a lime-flavoured Southern Comfort to the on-trade.

Speaking exclusively to the Publican’s Morning Advertiser, BBFB said Southern Comfort Lime’s suggested serve will be with lemon-ade, and it will be pitched as the ideal summer drink for 18 to 24-year-old men and women.

Having the Lime variant will allow the core Southern Comfort brand to be focused on different mixers, such as cola. However, Lime can be mixed with cranberry juice or cola or even with cranberry and a dash of lychee juice, BBFB added.

The new flavour variant is likely to be the first in a “family” of Southern Comfort brands that will develop over the next 12 months.

Lime has been available in Asda and convenience channels since October, after launching in the US earlier this year.
Southern Comfort brand manager Natasha Pattison said: “The flavoured spirit market has grown in the past few years, and in the US a trend has started to emerge towards flavoured whiskeys in particular.

Adding fruits and spices to alcoholic beverages is at the heart of Southern Comfort, so it seemed like an obvious move for us to look at offering fruit-inspired line extensions.”

Pattison added: “The product is aimed at 18 to 24-year-old men and women in the same way as Southern Comfort, but we see Lime playing a bigger role in the daytime drinking occasion. Mixing Southern Comfort with lime adds citrus notes to the drink, and this should be the ideal summer serve.”

Related topics Spirits & Cocktails

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