Set to make its global debut at IAADFS Orlando later this month, Southern Comfort Blood Orange is Brown-Forman’s first line extension exclusive to duty free and travel retail customers.

 

Having identified blood orange as an emerging flavour trend amongst mixology enthusiasts, the company has blended a citrus kick with its accessible whisky-flavoured liqueur to create the latest in a line of new blends.

 

“Southern Comfort Blood Orange has outstanding flavour and as such is great for cocktails or simply enjoyed over ice,” explains Jeannine Wise, GTR Marketing Director for Brown-Forman.

 

The new variety comes just a month after the US domestic release of Caramel Comfort and is seen as an effort to boost sales following a reported 5% decline in net sales in its third quarter due to “pressure from other flavoured whiskies”.

World Duty Free Group will have GTR exclusivity to Southern Comfort Blood Orange for three months from May – July, after which point the liqueur will go on sale at other duty free outlets from August.

 

Pitched as ‘the perfect drink for sun-soaked summer vacations’, promotional activities will focus on the slogan ‘Grab an Orange by The Bottle’ and include sampling of key serves at airports, on ferries and at other vacation transportation hubs worldwide.