The agency has been briefed to increase national awareness of the company and its brands, Original, Lime and new Bold Black Cherry.

Activity will include news making, stunts, events, features and supporting promotional activity including the Southern Comfort 'Juke Joints' at key festivals through the summer.

Natasha Pattison, brand manager at Southern Comfort, said: "Southern Comfort wanted a PR partner who could capture the heart, essence and heritage of the Southern Comfort brand, both the established liquid and our wider family of brands."

"Brazen's creative flair, combined with their newsmaking credentials, and their impressive track record showed they are the perfect PR match for us."

Brazen client services director Peter Burling said: "Southern Comfort is an iconic spirit with a global reputation and audience. Our job is to strengthen the relevance of Southern Comfort with that solid base, pay homage to Southern Comfort's tradition and heritage and help introduce the drink to a new audience."

"We're really excited to be working with such an iconic brand and really looking forward to building upon the strong brand identity for which Southern Comfort is renowned."