New Southern Comfort Black is bringing a robust blend to the iconic New Orleans brand.

Using the strapline “For those who want their smooth Southern Comfort BOLD,” the launch campaign engages with younger spirit drinkers’ growing interest in American whiskey.

The 40% ABV premium Southern Comfort expression will be distributed by Hi-Spirits from March 2018. Southern Comfort Black features an innovative new blend which brings the New Orleans brand’s whiskey credentials to the fore, while still featuring creator M.W. Heron’s blend of fruits and spices.

Hi-Spirits expects the bolder profile of Southern Comfort Black to have its strongest appeal to men who are seeking out American whiskey.

Dan Bolton, managing director of Hi-Spirits, said: “Southern Comfort Black has an exciting new blend that puts whiskey right back at the heart of the brand’s proposition. There is a new generation of younger spirits drinkers looking for provenance and authenticity, and who appreciate the heritage of American whiskey.”

It will also be available to independents through Matthew Clark Wholesale.

Southern Comfort Black has an RSP of £25 for a 70cl bottle.