Described as a "robust" version of the whiskey liqueur the new 100 per cent proof version of Southern Comfort has been developed especially for the UK market.

It works out at a hefty 50 per cent ABV and is aimed at cocktail and mixed drink fans.

At the same time, the main 35 per cent ABV variant has got a new look to make more of its whiskey credentials and links to the city of New Orleans.

"Southern Comfort in the UK is the same high quality, premium spirit that it has always been, with whiskey at the heart of the recipe," said Dan Bolton, managing director of distributor Hi-Spirits.

"With the brand's whiskey roots and heritage in New Orleans, a city known for good times and great cocktails, the new-look packaging and positioning captures that spirit perfectly."