Go Home SoCo, You’re Drunk: Liquor Brand Sold For $543 Mil

Go Home SoCo, You’re Drunk: Liquor Brand Sold For $543 Mil
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Sweet alcoholic nectar Southern Comfort has been sold by parent alcohol company Brown-Forman to another alcohol company, Sazerac for $US543.5 million, roughly $778.26 million in Aussie dollars.

The deal also encapsulates the sale of the Brown-Forman Tuaca trademark brand.

The decision by Brown-Forman to sell off the liquor brands to a rival alcohol company was due to the changing portfolio of Brown-Forman, said its chief executive Paul Varga in a statement.

“We’re proud of the work undertaken over the years by our employees and partners on behalf of Southern Comfort and Tuaca,” said Varga.

“Both brands played important roles in the Brown-Forman success story, and we will have fond memories of the enjoyment they brought to consumers, our partners, and to Brown-Forman.”

Brown-Forman has marketed Southern Comfort since acquiring the brand in 1979. The company acquired Tuaca in 2002.

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