Southern Comfort is launching a new look designed to appeal to younger consumers. The Brown-Forman brand, which has struggled to retain market share in the increasingly crowded flavored-whiskey market, also is adding a new flavor: Caramel Comfort.
"Caramel is a versatile and emerging flavor which appeals to both men and women," Jennifer Powell, Southern Comfort U.S. brand director, said in a news release. "This new flavor entry can be used in cocktails, as a stand-alone chilled shot or even in dessert drinks."
Caramel Comfort, which joins traditional 100-proof Southern Comfort and previously released lime and cherry flavors, will hit shelves in March. The suggested price is $16.99 for a 55-proof 750 ml bottle.