Style from the south

Southern Comfort has a new look inspired by the spirit of New Orleans.

The 35% ABV spiced liqueur now comes in a taller, narrower bottle with a label design paying homage to its New Orleans provenance.

Dan Bolton, managing director of Hi-Spirits, said: “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.”