Brandgenuity to Add Southern Comfort Whiskey to Licensing Program

SoCo owner, Sazerac, looks to tap into new IP streams.

July 13, 2021

Brandgenuity has announced 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.

“We’re excited to hit the ground running with Southern Comfort,” says Jay Asher, partner, Brandgenuity. “The brand has already proven its extendibility with partnerships in eggnog (in market), chocolates and spices (coming soon) and familiar comfort foods, with a twist! On the lifestyle side, we will leverage the core demo’s enthusiasm for the great outdoors into collaborations and everyday apparel.”

With this deal, 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,” says 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.”

Brandgenuity will extend Southern Comfort into categories including trail mix, salty snacks, condiments, ice cream, coffee, creamer and more. For licensing opportunities, contact Brandgenuity at [email protected]