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Southern Comfort Success All Wrapped Up

  • Technically-challenging sleeve
  • High impact design
  • Special printing effects to create look and feel of wrapping paper
CCL Decorative Sleeves played a key role in Southern Comfort’s successful Christmas campaign with the creation of a limited edition full body label sleeve for the brand’s 70cl bottle, which gave the impression that the bottle had been gift wrapped.


Gravure printed in 50mym PET in rich red and gold tones, the sleeve extended the design of the neck wrap to the entire bottle with scenes and images that captured the vibe and energy of New Orleans, the birthplace of Southern Comfort. It was also printed with a registered surface lacquer to emulate the matt texture of wrapping paper.

CCL Decorative Sleeves was chosen for this high profile project as it was able to demonstrate the technical expertise necessary to create the required effect and maximise on-shelf impact and appeal during the highly competitive Christmas season. CCL Decorative Sleeves worked closely with Wax Communications, Southern Comfort’s lead UK agency, who developed the initial concept and artwork for the limited edition sleeve.

“We wanted to ensure strong stand-out in store during the allimportant Christmas trading period. We were delighted with the success of the limited edition bottle - the reaction generated by the sleeve was fantastic, with some of our customers selling out early.”
Jamie Butler, Southern Comfort Brand Manager, Brown-Forman Beverages Europe Ltd