Southern Comfort

Dear Client: Brown-Forman is launching several new initiatives to revamp Southern Comfort at the on- and off-premise this month. SoCo is introducing new packaging for the first time in a decade. The bottle shape will remain the same, but the labels and neck wrap will reflect its New Orleans heritage. SoCo is also launching two new line extensions: Southern Comfort Lime, which is a ready-to-pour mix for the on-premise, and Southern Comfort Ready-To-Serve Lemonade for the off-premise.We spoke with Campbell