Southern Comfort is a brand with an interesting story. Until recently it was in a category virtually by itself as a whiskey-flavored liqueur. But that has changed with the growing flavored whiskey category (think Red Stag by Jim Beam and Wild Turkey Honey). It struggled during the recession as consumers shied away from the on-premise. Then the growing popularity of flavored vodkas, spiced rums and other flavored whiskies took a toll.