The Bacardi Brown-Forman liqueur has run 3,200 floor media displays in Morrisons this year, as well as more than 100 sampling days in Tesco, Sainsbury's and Morrisons. At cash and carries, retailers can buy bottles of Southern Comfort with a free pitcher.
"We are just dipping our toes in how to communicate with the end consumer via the off-trade," said marketing manager Neil Aitken. "It is something we will be seeing a lot more of from the brand in the coming years.
"Spirits in the off-trade have been very buoyant over the past couple of years, and we have seen consumer behaviour adopting in-home drink more and more."
Two TV ads will launch in November, part of media investment that is 25 per cent up on last year. The brand is also running an experiential campaign in which famous DJs play at free parties.
For Christmas, BBF will launch 50,000 Southern Comfort gift tins and cardboard cartons in major grocers and convenience stores.
Plans for next year include events and promotions around Mardi Gras in February, centred around the brand's New Orleans heritage.
Aitken said: "We believe we can support it through the line, and it is a great opportunity to own February and to rejuvenate that slow period post-January."