The spirit brand has appointed Grape Digital to develop a digital strategy in the UK and create a digital campaign to roll out over the next 12 months.
Grape won the business after a competitive pitch against three other agencies, including Arnold, the incumbent on the account.
The digital activity will play on the brand’s 137-year-old heritage, while taking it in "a very different direction". It is also looking to use social media to connect with a UK-specific audience.
Joe Holt, creative director at Grape Digital, said; "We look for ward to creating some great work together, helping Southern Comfort regain its rightful position as a leader in the spirits market."