The redesign aims to reflect the brand’s heritage and features the iconic fluted shoulders recognized by consumers.
Jennifer Powell, Southern Comfort US brand director, said: “Caramel Comfort presents an opportunity to strengthen the Southern Comfort franchise by delivering on a decadent and great tasting flavor experience.
The new-look packaging was designed by Helms Workshop, an award-winning creative firm based in Austin, Texas.
Christian Helms, Helms Workshop owner, said: “We challenged the team to consider the entirety of the brand’s history and visual equity, rather than simply focusing on refining the previous packaging.
“We also engaged consumers in a dialogue around brand personality and values to gain insight into how to leverage those aspects of the brand in crafting the new identity.
“As a result we pulled forward and refined elements from the past that communicated Southern Comfort’s unique history while creating new language and iconography that speaks directly to contemporary drinkers.”
Caramel Comfort and the new Southern Comfort packaging will be distributed throughout the US in early March.