Southern Comfort, sometimes referred to by the syllabic abbreviation "SoCo", is a fruit, spice, and whiskey flavored liqueur produced since 1874. It was founded by bartender M.W. Heron in a small bar in New Orleans, Louisiana. He moved to Memphis, Tennessee in 1889, patented his famous creation, and began selling it in sealed bottles with the slogan "None Genuine But Mine" and "Two per customer. No Gentleman would ask for more." Southern Comfort won the gold medal at the 1904 World's Fair in St. Louis, Missouri.
Southern Comfort is available as 100 proof, 70 proof, or 76 proof. It is often erroneously thought to be bourbon whiskey based—it is actually neutral grain spirits based . Southern Comfort Reserve, however, is a blend of Southern Comfort and 6 year old Bourbon and is 40 percent alcohol.