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Brandgenuity Enjoys Some Southern Comfort

Brandgenuity is adding the classic Southern Comfort brand to its client list.

Brandgenuity announced this week it is expanding its existing relationship with the Sazerac Company to include representation of its Southern Comfort Whisky.

Sazerac is one of America’s oldest family-owned, privately held distillers, and Southern Comfort is arguably its most venerable brand. Brandgenuity says it has been assigned to accelerate and elevate the licensing program for Southern Comfort across food, beverage and lifestyle categories.

Brandgenuity’s current client portfolio includes other brands from Sazerac such as Fireball Whiskey, Buffalo Trace Bourbon, Myers’s Rum, Yukon Jack, Parrot Bay Rum, Romana Sambuca and many more.

“We’re thrilled to expand our partnership with Brandgenuity,” said Patrice Paglia, licensing manager, Sazerac. “This brand has so much potential, especially in food, and the team at Brandgenuity has already demonstrated a thoughtful and strategic approach to licensing our brands. We know Southern Comfort will be in great hands.”

Southern Comfort is one of the leading spirits brands in the U.S. For more than 145 years, the brand has been serving up a unique blend of stone fruit and spices for a taste that is smooth, easy going and approachable. Southern Comfort’s origins go back to New Orleans in 1874, where the founder of Southern Comfort, M.W. Heron, created the whiskey in response to the “harsh whiskies of his era.”

Today the brand continues its tradition of excellence, as Southern Comfort Black (pictured at top) was awarded a Double Gold Medal at the 2021 San Francisco World Spirits Competition. A complement to Southern Comfort Original, Southern Comfort Black was orig—inally introduced by Sazerac in 2019 to offer fans a more robust, whiskey-forward profile. The brand is also a key ingredient in signature cocktails from the Southern Hurricane and Southern Mule to Alabama Slammer and Maple Bacon Manhattan, which provides an exciting canvas for flavor development. 

“We’re excited to hit the ground running with Southern Comfort,” said Jay Asher, partner at Brandgenuity. “The brand has already proven its extendibility with partnerships in eggnog, chocolates and spices—familiar comfort foods, with a twist!

“On the lifestyle side, we will leverage the core demo’s enthusiasm for the great outdoors into collaborations and everyday apparel,” Asher added.

Brandgenuity says it will extend Southern Comfort into multiple categories including trail mix, salty snacks, condiments, ice cream, coffee, creamer and more. For licensing opportunities, please contact Brandgenuity at info@brandgenuity.com 

Related News

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