Southern Comfort Family

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The packaging system for Southern Comfort begins with the flagship 70 proof product and extends to 100 Proof and Special Reserve. All are unmistakably connected to the core, but extend the system of iconography to create a family of products, each with a unique personality.

Extensions of the brand incorporate additional layers of elements within the architecture of the system. Language, an extended color palette and flavor cues make these ready-to-pour products premium, but a little more casual and fun.

Southern Comfort Fiery Pepper and Southern Comfort Bold Black Cherry promise unique flavor experiences and invite new consumers into the Southern Comfort brand.


Southern Comfort is a global brand that offers a variety of products around the world. Ready-to-drink cans are a popular extension of the brand in Australia and the UK.