The new variant is aimed at younger spirit drinkers who are developing an interest in American whiskey.

Made with a new blend of whiskies plus the signature blend of fruits and spices the 40 per cent ABV Southern Comfort Black will roll out across both the on- and off-trades next month (March).

Dan Bolton, managing director of Hi-Spirits (which distributes the brand in the UK), 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."

The launch is being supported with a campaign using the slogan: For those who want their smooth Southern Comfort Bold, to encourage trial.

As part of the activity, drinkers will be able to access the"Blacklist"' via social and digital media, which is an interactive database of all stockists, in order to find their nearest on-trade and off-trade outlet and download a range of special offers.