SOUTHERN COMFORT PARTNERS WITH THE BLACK KEYS ON ALBUM RELEASE SHOW

400 tickets to concert given away morning of show via social media

December 12, 2011, LOUISVILLE, KY – Southern Comfort partnered with the rock duo The Black Keys in support of their album release show on December 5 in New York City. The Black Keys launched their seventh studio album El Camino on December 6.

400 tickets to that evening’s invitation only show were given away on a first come, first serve basis by Southern Comfort in the Bowery neighborhood of New York Monday morning, December 5 beginning at 10:00am. The location of the ticket giveaway was announced on the Southern Comfort Facebook and Twitter pages at 9:45am that morning. By 10:00am, a line of fans had wrapped around the building in hopes of getting ticket. In addition to the 400 show tickets, 75 “Golden Tickets” were handed out to the first 75 fans that showed up, giving them access to an exclusive sound check with The Black Keys prior to the show.

In the days leading up to the ticket giveaway, the Southern Comfort Facebook page saw a 39% increase in fan interaction and 4,000 new “likes” on the page.

“Southern Comfort was thrilled to partner with such an acclaimed group as The Black Keys for their album release show,” said John Tichenor, VP, Group Brand Director for Southern Comfort. “We truly saw the power of social media that morning when people were running to get in line for tickets. It was an incredible concert and we look forward to helping The Black Keys kickoff their new album release for El Camino moving forward.”

The Black Keys will embark on the first leg of their North American tour this March, with shows in arenas like New York’s Madison Square Garden, Boston’s TD Garden, and Chicago’s United Center.

About Southern Comfort

Southern Comfort®, a fruit, spice, and whiskey flavored liqueur, was created in New Orleans by bartender M.W. Heron in 1874. Today, it is enjoyed by friends in over 100 countries around the world and continues to grow as an icon brand. Please visit us at www.SouthernComfort.com and facebook.com/southerncomfort.