Southern won its 20th premier title in 2007 but has not been able to nail another banner in the past six years.
It was fifth in 2008, runner-up to Dunedin (11-10) in the final in 2009, seventh in 2010, third in 2011 and 2012, and fourth last year.
Southern was formed in 1899 from the amalgamation of Caversham and Pacific.
It was the club of Vic Cavanagh jun, who was coach of the premier side in the late 1930s and had a huge influence on the club.
The other successful coaches at the club since then have been Alan Stevens, whose teams won three banners in the 1970s, and former All Black coach Laurie Mains, who masterminded three banner-winning teams from 1980 to 1982.
The influence of these three coaches has imbued a common-sense tactical approach in Southern teams. When penalties are offered, the points are taken.
Goal-kicking has always been an important part of the Southern armoury.
When it won the banner in 2007, Southern beat Dunedin 13-9 in the final and Hamish McKenzie scored all the points with a try, conversion and two penalty goals. McKenzie scored 167 points that year.
Goal-kicking will again be an important part of the Southern strategy this year with former English professional Ben Patston in the team. He kicked 181 points in 2012 and topped the scoring last year with 225 points.
Southern has a powerhouse pack that will be backed up by the attacking play of backs Josh and Tei Walden.
The other beaten semifinalist last year was University A, which will be seeking to win its first banner since 2010, when John Leslie's team beat Alhambra-Union 14-3 in the final.
The students have a relatively easy start against Green Island at Miller Park. Green Island has struggled in the past few years, finishing ninth last year and eighth in 2012.
Other teams strongly in contention to make the semifinals are Dunedin, Taieri, Kaikorai and Alhambra-Union.
''We don't have the superstars,'' Alhambra-Union coach Marty Gray said.
''We are just a team of solid and consistent players.''
Gray, an experienced coach, is in his fifth year with the Alhambra-Union premiers. He also coaches the Otago Spirit women's team.
Former Otago coach Andy Hunter is in his third year back coaching Kaikorai and has moulded the team into a formidable unit.
Be in to win
The Otago Daily Times and Speight's have combined to give fans a practical involvement in club rugby this year.
The Pick the Score competition will start next week and will give followers of Dunedin rugby a chance to win the big prize at the end of the season.
There are two parts to the competition.-Pick the winning team in the five games. A draw can be called.
Pick the winning margin - 12 and under, or 13 and over.
To be in the competition, fans must register with the Otago Daily Times by 5pm next Tuesday, March 25.
Entrants' names can be emailed to the marketing department (marketing@alliedpress.co.nz).
''The Otago Daily Times will send out pick options to everyone who registers by midday Wednesday each week,'' Allied Press group advertising manager Paul Dwyer said.
''Updated points will be included on the Otago Daily Times website each week.''
The grand prize at the end of the season is a tour behind the scenes to Speight's breweries for the winner and 10 friends. It includes a tasting session of Speight's products.
