The hot/spice food and drink category is a growing $10 billion industry, as consumers increasingly consume spicy chips, sandwiches, gum, tacos, and candy. Southern Comfort, a spicy liqueur brand, is investing heavily in a national television advertising campaign from October to December, as well as $500,000 in digital media, to boost awareness of their brand and capitalize on the trend of consumers seeking more heat and flavor in their food and drinks. The TV campaign is Southern Comfort's biggest national effort since 2008 and is projected to be one of the top 5 spirits advertisers during the fall and early winter months, with the brand's commercial expected to reach 60% of their target consumer audience at least