Edrington WEBB Travel Retail Americas (EWTRA) has announced that it has partnered with Sazerac to exclusively distribute and market Southern Comfort in the duty free and cruise channels, as well as the global business of Dufry and DFS, beginning March 1, 2016.
Sazerac announced in January that it had purchased the American liqueur, which sells more than two million cases annually, from Brown-Forman.
Andy Consuegra, chief operating officer from EWTRA, praised Sazerac for its confidence in entrusting Southern Comfort to his team in the important duty free and cruise channels.
“Sazerac has witnessed our compelling success in this channel, thanks to a singular focus on the traveling consumer in the Americas, forging strong trade relationships to promote and build brands that engage the traveler, whether vacationing in the Caribbean, sailing on a cruise ship or moving through airports,” says Consuegra.
Founded in January 2015, Edrington WEBB Travel Retail Americas is a joint venture between The Edrington Group and World Equity Brand Builders (WEBB). Southern Comfort joins a spirits and wines portfolio that includes The Macallan Single Malt, Highland Park, The Famous Grouse, Brugal Rum, Tito’s Handmade Vodka, Disaronno, Cutty Sark, Tia Maria, Armand de Brignac, Licor 43, Villa Massa and wine labels Cupcake Vineyards, Ramon Bilbao, Luc Belaire and Mionetto.
Southern Comfort is made from neutral spirits with a blend of fruit, spice and whiskey overtones. Created at McCauley’s Tavern in New Orlean’s French Quarter in 1874, the brand today maintains its proprietary original blending recipe.
EWTRA will be exhibiting its full portfolio at the IAADFS Duty Free Show of the Americas at Stand 923.