Southern Comfort has officially found its way back to New Orleans with a revamped package and new positioning, tabbed “The Spirit of New Orleans,” a nod to the brand’s connection to the colourful city for 140+ years.

The new label designs have been developed to better represent the brand’s whiskey credentials and New Orleans affiliation.

The Southern Comfort Original 35% ABV bottle has been made taller and slightly narrower and will retain their longstanding iconic fluted shoulders plus the signature of the creator, M.W. Heron. An upscale cap rounds out the packaging enhancements.

“We believe the new packaging reinforces the brand’s authentic whiskey and New Orleans roots,” states Sazerac Senior Marketing Director, Kevin Richards. “New Orleans was an integral part of Southern Comfort’s positioning for decades. We’re excited to reinforce that critical connection into the future. Like Southern Comfort, New Orleans is adored for its uniqueness and spirited character.”

Dan Bolton, Managing Director of distributor Hi-Spirits, said: “Southern Comfort in the UK is the same high quality, premium spirit that it has always been, with whiskey at the heart of the recipe. With the brand’s whiskey roots and heritage in New Orleans, a city known for good times and great cocktails, the new-look packaging and positioning captures that spirit perfectly.”

Southern Comfort Original 70cl has an ABV of 35%, with an RRP of £21. Southern Comfort’s new packaging will roll out in Summer 2017 in the UK and Ireland.