The famous whiskey brand Southern Comfort has bravely endeavored into fashion territory, releasing a pair of “drinking pants.”
The latest marketing effort is part of the brand’s greater “So Tasteful” push and the first global creative effort by the company in a decade.
The star feature of the new pair of pants is a perfectly-sized shot glass pocket that allows the wearer to always have access to the equipment they need for a quick shot of hard liquor.
“Pants today are missing a few crucial elements that would improve lives everywhere, a key one being a shot glass pocket,” said Sara Saunders, Southern Comfort’s vice president of global marketing.
This astounding find comes as a result of the detailed market research that the company conducted, according to Sanders.
The custom unisex trousers also come with a fully adjustable waistband to accommodate the ever-expanding waists characteristic for Thanksgiving feasts. While the shot glass-sized pocket is certainly the main attraction of the new Southern Comfort clothing piece, an adjustable waistband is certainly going to come in handy considering the time of the year.
After all, Christmas isn’t too far off, either.