Southern Comfort (often abbreviated SoCo) is an American, naturally fruit-flavored, whiskey liqueur with fruit and spice accents. The brand was created by bartender Martin Wilkes Heron in New Orleans in 1874, using whiskey as the base spirit. Whiskey was replaced by a neutral spirit under the ownership of Brown–Forman. On March 1, 2016, the Sazerac Company purchased it, and reintroduced whiskey as its base spirit. History Southern Comfort was created by bartender Martin Wilkes Heron (1850–1920), the son of a boat-builder, in 1874 at McCauley's Tavern in the Lower Garden District, south of the French Quarter of New Orleans, Louisiana. According to the New Orleans Convention & Visitors Bureau, McCauley's Tavern was "just off Bourbon Street", and the original form of the drink was called Cuffs and Buttons. Heron moved to Memphis, Tennessee in 1889, patented his 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. In an episode of The Thirsty Traveler entitled "A River of Whiskey", spirits historian Chris Morris describes the original recipe of Southern Comfort. Heron began with good-quality bourbon and would add: An inch [] of vanilla bean, about a quarter of a lemon, half of a cinnamon stick, four cloves, a few cherries, and an orange bit or two. He would let this soak for days. And right when he was ready to finish, he would add his sweetener: he liked to use honey. The original brand closed during Prohibition and was reopened afterward by Francis Fowler. Between the 1930s and 2010, the image on the label of Southern Comfort was A Home on the Mississippi, a rendering by Alfred Waud depicting Woodland Plantation, an antebellum mansion in West Pointe à la Hache, Louisiana, which is listed on the National Register of Historic Places, and now provides bed-and-breakfast accommodation. In 2010 the plantation artwork was dropped from the label. Brown–Forman purchased the brand in 1979. In 2011, the brand began releasing flavored variations like cherry, lime, gingerbread, and Tabasco. In January 2016 Brown–Forman sold it to Sazerac Company, along with Tuaca, as part of a $543.5 million deal. Since March 1, 2016, the brand has been owned by Sazerac. Sazerac announced that Southern Comfort's formula would be changed in 2017 to restore whiskey