We created the Southern Comfort Juke Joint, a rough and ragged corrugated structure with all the hallmarks of a shotgun shack found in the American South. Mixing delicious cocktails with old school horns, new school beats and the good time spirit of New Orleans, the Juke Joint was the ultimate Louisiana House Party. These elements connected the brand with the target market (18 - 24, predominantly male) in a relevant environment and an exciting way.

Beach Break saw a total of 13,936 visits and V a total of 12,796. Market research conducted on site revealed the following:

• 82% of those who had never tried Southern Comfort said they were more likely to drink it again.

• 80% said they were likely to recommend it to their friends.

• 35% of visitors to the Juke Joint were already familiar with it

• 41% of those who had visited the Juke Joint before (in summer 2011) said they had drunk Southern Comfort more often since

• 99% said the Juke Joint improved their festival experience