Southern Comfort appoints Grape to lead digital strategy

Southern Comfort, the Brown Forman-owned spirits brand, is ramping up its digital activity in a bid to appear "more relevant" to UK consumers.

Southern Comfort: hires Grape Digital to develop digital strategy
Southern Comfort: hires Grape Digital to develop digital strategy

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."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).