In pictures: Southern Comfort's 19th Hole activation

Southern Comfort partnered with agency Amplify to activate its 19th Hole crazy golf experience at Boardmasters festival from 10-14 August, and it is set to pop up at Bestival from today (10 September).

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The custom-built golf course sought to tell the story of the brand’s ‘hero serve’ comprising Southern Comfort, lemonade and a squeeze of fresh lime

The experience also featured a bar area, dance floor and chill out area for festival goers to relax in.

Amplify devised the experience based on a brief that required the agency to focus on how, when and why to drink the spirit.

The festival activation forms part of the brand’s broader summer campaign that encourages people to #tanyourlemonade with Southern Comfort.

Gwen Ridsdale, marketing manager, Southern Comfort at Bacardi Brown-Forman Brands said: "The 19th Hole proved a huge hit at Boardmasters. We saw a constant stream of our target consumers loving crazy golf and, most importantly, enjoying the core serve in an environment that perfectly reflects the brand.

"That we were one of the top selling spirits for the entire festival is testament to the Amplify team’s commitment to delivering against our business objectives, as well as engaging millennials in the Southern Comfort brand world."

Jonathan Emmins, founder, Amplify added: "We’ve loved seeing the fan reaction to The 19th Hole this summer. The crazy golf went down a storm and all that enthusiasm helped drive sales across the entire festival. Now we’re looking forward to Bestival. It’s always an amazing weekend and the perfect way to see out the summer campaign." 

In July it was revealed that Amplify had won the Southern Comfort account in a four-way pitch.

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