Southern Comfort will launch a new promotional campaign for Halloween next month to help the on-trade celebrate the popular seasonal event.

The company’s will provide bartenders with recipes for new serves, pitches and shot glasses, and new POS materials themed around Halloween as part of its Voodoo promotion.

Seasonal party kits will introduce Southern Comfort’s new brand character Baron Jazz, who has lost his hat this Halloween, while the new POS will tell consumers where to find it and how to win exclusive tickets to the Southern Comfort Juke Joint party, which will be held in London in November.

Consumers will also receive a Southern Comfort Voodoo hat with their purchase in selected outlets.

Ffion Jones, assistant brand manager for Southern Comfort, said: “Halloween remains a key event in the social calendar and Southern Comfort is one of the only spirits brands to support the on-trade over this period.”

“Voodoo is an exciting platform which, like Southern Comfort, is linked to New Orleans . This year we have up weighted our activity to help bars and pubs across the UK drive footfall and sales with the gift with purchase promotion.”