Bacardi Brown-Forman Brands has launched Southern Comfort, Lemonade amp; Lime – a new premium Southern Comfort ready-to-drink line extension in both single and 4-packs of 250ml cans.
Lois Ireson, brand manager for Southern Comfort UK and South Africa, commented: “The launch of Southern Comfort, Lemonade amp; Lime strengthens our presence in the off-trade during the key summer selling period when socialising is at its peak. This product provides an expanded footprint both in-store and at Southern Comfort-supported events.”
The launch will be supported by extensive trade and consumer launch campaigns and experiential activity at the Rock Ness festival in Inverness.
In the cash and carry channel the product has already secured listings across a number of national and regional accounts, and it will be supported with in-depot shippers.
In addition there will distribution drives with Hyperama and Premier, with Southern Comfort’s teleaccount team focusing on more than 300 independent retailers.
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