Southern Comfort's Slogans & Taglines

Southern Comfort is an American whiskey liqueur created in 1874 by New Orleans bartender Martin Wilkes Heron at McCauley's Tavern. Originally named "Cuffs & Buttons" for its citrus and spice ingredients, Heron patented the blend in 1889 with the tagline "None Genuine But Mine." The formula—bourbon infused with stone fruits, citrus, honey, and spices—was renamed Southern Comfort and won a gold medal at the 1900 Paris Exposition. After decades of ownership changes, Brown-Forman acquired the brand in 1979, and in 2016 Sazerac Company returned it to its Crescent City roots, restoring a genuine whiskey base after years of neutral grain spirit. The brand's slogans evolved from proprietary confidence to the modern "The Spirit of New Orleans" and "The Original Ready-For-Anything Whiskey." Core offerings span the 70 proof Original, the robust 80 proof Black Label, 100 proof expressions, and ready-to-drink cocktails. Cultural milestones include Janis Joplin's famous fandom in the 1960s and the WWII-era "Southern Comfort" B-17 bomber, cementing its status as a symbol of American mixology and Southern hospitality.