February 15, 2006, New Orleans, LA — Throughout the United States, Mardi Gras is celebrated with good friends, great food and beverages, and a lively spirit. This year is no different. Southern Comfort (SoCo) encourages you to raise a glass to the people of New Orleans and join them by making a contribution to the rebuilding of New Orleans. After all, Mardi Gras is not about beads, it’s about spirit.

Southern Comfort is helping rebuild New Orleans by making a significant donation to the New Orleans Metropolitan Convention and Business Bureau, a local organization spearheading an image campaign to highlight the city’s recovery. For every case of Southern Comfort shipped to participating bars and restaurants in New Orleans, between February 24 and Mardi Gras, February 28, the brand and the establishment will make a donation to the charity. Look for establishments selling red SoCo cups!

“Whether you’re in New Orleans or not, celebrate Mardi Gras and remember to donate to your favorite charity to help the Big Easy,” said Lou Giglio, Southern Comfort Brand Ambassador, Practical Taster, and longtime Mardi Gras attendee. “Southern Comfort was founded in New Orleans and we’re proud to continue our tradition of celebrating Mardi Gras in New Orleans and throughout the United States. We ask that you join us in this celebration of spirit.”

Mardi Gras is traditionally toasted with a beverage first created in New Orleans called the Hurricane. The Southern Comfort Hurricane, a combination of two New Orleans’ originals, is a refreshing Southern Comfort and fruit flavored cocktail served in a unique glass.

Southern Comfort Hurricane
1 1/2 oz. Southern Comfort
1 1/2 oz. sweet and sour mix
1 1/2 oz. orange juice
1 1/2 oz. pineapple juice
Splash of grenadine

Fill a hurricane glass with ice. Add all ingredients to glass and stir. Garnish with an orange wedge and cherry. If you are making it for a party, mix a batch in a pitcher in advance. Pour over an ice-filled glass and serve immediately.

To add a new twist to your Mardi Gras celebration, try a SoCo Lime Hurricane. It combines the sweet flavors of a traditional Hurricane with the sour notes of lime for a complex, flavorful, and fun cocktail.

SoCo Lime Hurricane
3 oz. Southern Comfort
1 1/2 oz. sweet and sour mix
1/2 oz. blue Curacao
1/2 oz. sweetened lime juice

Fill a sugar-rimmed hurricane glass with ice. Add all ingredients and stir. Garnish with a lime wedge and cherry.

Mardi Gras is French for “Fat Tuesday.” Fat Tuesday always precedes Ash Wednesday, but can fall anywhere from February 3 to March 9. The floating date is always 47 days before Easter, which falls on the first Sunday after the first full moon following the Spring Equinox. This year, Mardi Gras will be celebrated on Tuesday, February 28.

Southern Comfort, a whisky, fruit, and spice flavored liqueur, was founded in New Orleans by bartender M.W. Heron in 1874. Today, Southern Comfort is sold in 65 countries around the world and continues to grow as an icon brand. Capture the spirit of New Orleans with Southern Comfort. Visit us at www.SouthernComfort.com.

Brown-Forman Corporation is a diversified producer and marketer of fine quality consumer products, including Southern Comfort, Jack Daniel’s, Canadian Mist, Fetzer and Bolla Wines, Korbel California Champagnes, and Hartmann Luggage.

Know your comfort level. Please drink responsibly.
Liqueur, 21-50% Alc. by Volume, Southern Comfort Company, Louisville, KY ©2004

Contact: Elizabeth Davenport, 502-774-7737
[email protected]