New York, NY – July 12, 2021 – Brandgenuity announced today that it will expand its relationship with Sazerac Company, one of America’s oldest family owned, privately held distillers, to include representation of the Southern Comfort Whiskey brand. The agency has been tapped to accelerate and elevate the licensing program for Southern Comfort across food, beverage and lifestyle categories.

Brandgenuity adds Southern Comfort to its current client portfolio which 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 the original your whiskey, your way choice and ranks as a leading spirits brand 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. Most recently, Southern Comfort Black was awarded a Double Gold Medal at the 2021 San Francisco World Spirits Competition. A complement to Southern Comfort Original, Southern Comfort Black was originally 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 (in market), chocolates and spices (coming soon); familiar comfort foods, with a twist!” Added Asher, “On the lifestyle side, we will leverage the core demo’s enthusiasm for the great outdoors into collaborations and everyday apparel.”

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

About Southern Comfort
Southern Comfort is one of America’s most historic brands, with its origins going back to New Orleans in 1874. The founder of Southern Comfort, M.W. Heron, created the whiskey in response to the “harsh whiskies of his era” and the legacy that Southern Comfort continues to create reflects that desire exactly. With sweet, smooth, and delicious flavors, Southern Comfort is a whiskey that is beloved by long-term consumers and new whiskey drinkers alike. For more information about Southern Comfort visit https://www.southerncomfort.com/.

About Brandgenuity
Brandgenuity is a leading global independent brand licensing agency that extends iconic brands into products, services and experiences that delight consumers, raise brand awareness and generate revenue. The agency’s clients include BMW, Church & Dwight, Sazerac, Mr. Kate, Kao (Jergens, John Frieda), White Castle, G2 Esports, NFLPA and others. Brandgenuity has won numerous industry awards. For more information, visit our website http://brandgenuity.com or contact info@brandgenuity.com.