New look for old favourite

Depicting the soulful personality of New Orleans, Northeast decided to wrap the neck of the bottle in a fresh composition of eclectic imagery synonymous with the vibe and vitality of the distinctive city. The new design elements on the bottle also create strong visual connections to the brand's birthplace, including the new front labels and the iconic shield on the front of the bottle.

Contemporising the brand and reasserting its relevance with today's consumer, the development constitutes the largest packaging evolution on the Southern Comfort brand globally in nearly a decade.

M. W. Heron's legendary philosophy "None Genuine But Mine" still runs across the bottle label, just as it did on the first Southern Comfort bottle.

The new Southern Comfort bottle will be available from August 2010 with a suggested retail price from R110.