Produced since 1874, the liqueur was initially marketed in Memphis with the slogans "None Genuine But Mine" and "Two per customer. No Gentleman would ask for more" appearing on the bottle. The slogans had their effect, and it won the gold medal at the Paris World Fair held in 1904. Its most important annual ingredient was originally 6 bourbon whiskeys. Southern Comfort has been a supporter of several musical and other movements since 1996. It is available in more than 60 countries around the world, and the recipe is carefully preserved by the company to this day.