Southern Comfort is an iconic American liqueur with a storied history dating back to its creation in New Orleans in 1874 by a bartender named Martin Wilkes Heron. The brand's identity is a blend of Southern charm, hospitality, and a rebellious spirit that sought to make whiskey "comfortable" and approachable.

Heron's original recipe was a blend of whiskey, fruit, and spices, which he crafted to smooth out the harsh whiskeys of the time. The brand was famously known for its slogan, "None Genuine But Mine," which was a testament to its unique, handcrafted nature. Over the years, the brand's ownership changed hands, and for a period, it was reformulated to use a neutral spirit base with a negligible amount of whiskey, but in 2016, under the new ownership of the Sazerac Company, Southern Comfort returned to its whiskey-based roots.

Today, Southern Comfort is a versatile liqueur that maintains its unique flavor profile, characterized by notes of fruit, spice, and a distinctive warmth. It is known for its versatility in cocktails, most notably in the "Scarlett O'Hara," and is enjoyed neat or on the rocks. The brand's portfolio includes its classic original flavor, as well as a range of different proofs to appeal to a wider audience.