Southern Comfort teams up with Australian organisations to boost social side of golf

Southern Comfort is set to become the exclusive provider of brown spirits to the PGA of Australia, Challenger PGA Tour of Australasia and Golf Australia. This collaboration marks the fourth partnership of its kind in Australian golf, offering brands a simplified path to engage with both professional and amateur golf organisations across a broad spectrum of assets.

This three-year partnership places a strong emphasis on celebrating and nurturing the social aspects of golf, which is experiencing rapid growth across the nation.

“This partnership is focused on recruiting new adult players to the game and breaking down barriers for those who may find golf intimidating,” Oscar Barton, Senior Brand Manager of Southern Comfort, explained.

“It’s also an exciting opportunity to bring Southern Comfort’s ‘King of Leisure Sports’ ethos to a national stage.

“If you can enjoy a game with a beverage in hand, then Southern Comfort will be there, celebrating easygoing sports and good times with friends.

“This partnership offers fans across the nation looking for an oncourse refreshment or a round after their game the opportunity to reach for a SoCo.”

As part of this partnership, Southern Comfort Twilight Rounds will be introduced to golf courses and facilities nationwide during the summer months. These Twilight Rounds offer a relaxed combination of casual golf and refreshing drinks with friends. Players of all skill levels can partake in these rounds, focusing more on having a great time with friends and less on the scorecard.

Running from November through March, Twilight Rounds will be accessible at various golf facilities, including golf courses, mini-golf centres, driving ranges and simulators.

In addition to Twilight Rounds, Southern Comfort will also have activations at two of Australia’s major golf tournaments: the Fortinet Australian PGA Championship and the ISPS HANDA Australian Open.

The Southern Comfort Party Shack will be a highlight, located at the liveliest hole on the PGA Tour of Australasia – the PGA Championship’s Party Hole at Royal Queensland – which is set to unfold from November 23-26. Furthermore, Southern Comfort will host a roaming activation at The Australian Golf Club during the Australian Open.

“We are excited to have Southern Comfort become part of Australian Golf through a variety of fan-focussed collaborations,” enthused Michael McDonald, Commercial Director of the PGA of Australia.

“Twilight Rounds will be open to all and less structured than traditional golf events and will embody the fun, casual side of golf which is increasingly attractive to our newer golf-loving audience.

“The addition of the Southern Comfort Party Shack to the PGA Championship will also further enhance the experience for fans on the party hole, which has doubled in size for 2023, and will offer eight different hospitality suites, new grandstand seating and a dedicated free public precinct.”

Golf Australia’s General Manager of Commercial, Anthony Everard, added, “More than ever before, golf fans are seeing the game as a fun way to spend quality time with good mates, and that’s where Southern Comfort comes in.

“What they want to achieve perfectly aligns with this vision and we look forward to working with their team to bring their ideas to life.”

This partnership underscores the growing interest in the social aspect of golf, creating opportunities for more people to enjoy the game in a relaxed and inclusive setting.