Southern Comfort Partners With Tabasco for New Fiery Pepper Product

LOUISVILLE, Ky -- Southern Comfort announces the launch of Southern Comfort Fiery Pepper, a fierce fusion of Southern Comfort and Tabasco brand pepper sauce. The new product is set to hit shelves nationally in October 2011.

Southern Comfort Pepper

The new spicy concoction delivers a perfectly balanced mixture of genuine whiskey, and the premium flavors of Southern Comfort, infused with original Tabasco brand pepper sauce. Served as a cold shot or incorporated into a cocktail, Southern Comfort Fiery Pepper finishes off any drink with the perfect amount of heat.

"This partnership between Southern Comfort and Tabasco brand strikes the perfect balance between sweet and heat and brings together two iconic brands for a one-of-a-kind product," said Mark Bacon, VP, Managing Director, Southern Comfort. "Fiery Pepper gives our consumers another unique way to enjoy Southern Comfort that will challenge their senses and fire up the night."

"We're proud to partner with another iconic brand born in Louisiana to create a spicy addition to the classic Southern Comfort line," said Paul McIlhenny, president and CEO of McIlhenny Company, maker of Tabasco brand pepper sauce. "We look forward to a future of fiery cocktails."

Southern Comfort will launch a large-scale advertising campaign in support of the product release consisting of a 10-week national television buy in the fall which includes commercials, integrations and custom features on ESPN, TBS, TNT, Comedy Central and Discovery among others. The headline "Sometimes a Burning Sensation is Good News" highlights a national trade and online media campaign also "spreading" this fall.

"We're making a considerable investment both above the line and below the line during and after the initial launch of the brand," added Bacon. "Fiery Pepper is a significant initiative for us and will be a key component of the Southern Comfort growth plan for years to come."

Southern Comfort Fiery Pepper will be available only in the United States initially with global expansion to follow. Each bottle will be presented at 70 proof with a suggested retail price of $16.99 for a 750ml bottle.


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