Agencies are being asked to come up with a pan-European below-the-line strategy that repositions the spirit as a party drink alongside brands such as Bacardi and Smirnoff.
The company has selected a shortlist of agencies to pitch for the business, after holding chemistry meetings with a longer list.
The resulting activity is expected to involve experiential, promotional and online activity to build an online customer acquisition programme.
In the UK, Southern Comfort uses a range of promotional activity to promote the drink to young adults.
In September, the experiential agency The Lounge created a campaign called "The Spirit of New Orleans Project" to raise the brand's profile in the run-up to Mardi Gras.
The activity involved drinks promotions and tasters, bar staff training and brand heritage sessions.
In June, Southern Comfort launched a relationship marketing campaign, offering tickets to The Big Chill music festival as a way of bolstering its customer database.
The brand has previously run promotional and advertorial campaigns in FHM.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.