The famous whiskey brand Southern Comfort has bravely endeavored into fashion territory, releasing a pair of “drinking pants.”
The latest marketing effort is part of the brand’s greater “So Tasteful” push and the first global creative effort by the company in a decade.
The star feature of the new pair of pants is a perfectly-sized shot glass pocket that allows the wearer to always have access to the equipment they need for a quick shot of hard liquor.
“Pants today are missing a few crucial elements that would improve lives everywhere, a key one being a shot glass pocket,” said Sara Saunders, Southern Comfort’s vice president of global marketing.
This astounding find comes as a result of the detailed market research that the company conducted, according to Sanders.
The custom unisex trousers also come with a fully adjustable waistband to accommodate the ever-expanding waists characteristic for Thanksgiving feasts. While the shot glass-sized pocket is certainly the main attraction of the new Southern Comfort clothing piece, an adjustable waistband is certainly going to come in handy considering the time of the year.
After all, Christmas isn’t too far off, either.
As if all of that wasn’t enough, Southern Comfort is making the “drinking pants” reversible. Proud owners of these trousers can just pull them inside out if they don’t feel like changing clothes every day. They’ll be greeted by the polar opposite of “drinking pants,” made for special occasions — “fancy pants.”
“Fancy pants” are black, elegant and stylish, perfect for more judgmental pairs of eyes around the Thanksgiving table. The formal side of Southern Comfort’s pants will allow you to blend in seamlessly at more-than-casual events, without anyone knowing how long you’ve been sporting the “drinking” side.
Customers will be able to get their hands on a pair of “drinking pants” from November 14 at 8 a.m. EST to November 21, or while supplies last. They’ll cost $11.23 to match the evening before Thanksgiving.
Southern Comfort’s new pair of “drinking pants” is a true fashion statement, in its fullest meaning. A statement that the owner of these pants is a fun-loving person, always ready to rise to the occasion.
It’s also quite a brilliant marketing ploy and a crossover into an industry not really native to the brand, and a successful one at that.