Snakebitten: Sazerac Buys SoCo

It seems that one novelty shot is just not enough. Riding high off the success of Fireball, NOLA based Sazerac Co. announced today that they will purchase Southern Comfort for 543.5 million dollars from Brown-Forman Corp. 

 

Southern Comfort has not been providing much comfort to their parent company as of late. Brown-Forman reported that sales of the seat and fruity liquor dropped seven percent from June to November of 2015 (compared to the same period in 2014). The company has been actively shopping the brand for several months.

 

However, to the locally based Sazerac Co., the acquisition is a homecoming of sorts. Southern Comfort (originally called “Cuffs & Buttons”) was created in the French Quarter by bartender Martin Wilkes Heron.

 

The deal also gets Sazerac Co. Tuaca, an “Italian liqueur flavored with vanilla and citrus.” The products will fill out the company’s existing line of nine liquors including Sazerac Rye, Buffalo Trace Bourbon, and Fireball.

 

Sazerac President Mark Brown praised Brown-Forman’s marketing in a statement and added, “We are looking forward to many more years of successful brand building.”

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