Fireball Cinnamon Whisky

Fireball was originally part of a line of flavored schnapps developed by Seagram in the mid-1980s. The manufacturer's story line is, in part, that it was the product of a Canadian bartender's efforts to warm up from an Arctic blast. The Sazerac Company purchased the brand rights and formula from Seagram in 1989.{{cite web |url=https://www.fool.com/investing/general/2015/10/06/how-fireball-cinnamon-whiskey-became-a-billion-dol.aspx |title=How Fireball Cinnamon Whiskey Became a Billion-Dollar Brand |first=Travis |last=Hoium |date=October 6, 2015 |website=Motley Fool |access-date=June 25, 2018}} It was marketed as "Dr. McGillicuddy's Firewater Whisky". Later, in 2007, the product was rebranded as "Fireball Cinnamon Whisky".{{Cite web|title = Fireball Cinnamon Whisky is heating up| website=New York Daily News | date=9 November 2014 |url = http://www.nydailynews.com/life-style/eats/fireball-cinnamon-whisky-heating-article-1.2002175|access-date = 2015-07-30}}

An April 2014 article in Bloomberg Business Week said "It's also one of the most successful liquor brands in decades. In 2011, Fireball accounted for a mere $1.9 million in sales in U.S. gas stations, convenience stores, and supermarkets, according to IRI, a Chicago-based market research firm. In 2013, sales leapt to $61 million, passing Jameson Irish whiskey and Patrón tequila."

In 2012 and 2013, the product had a surge in popularity, which the company achieved by using social media, cultivating bartenders, word of mouth, and a relatively small advertising budget. It is said{{by whom|date=March 2021}} that the sharp increase in sales early in its resurgence (late 2011/early 2012) can be attributed to a grass roots effort by Beer Can Alley, a Des Moines, Iowa Country bar. Several national country music acts performed at the establishment during this time and inspired multiple references in many popular songs {{cite news |url=http://www.huffingtonpost.com/2013/07/29/fireball-whisky_n_3672309.html |first1=Elazar David |last1=Melendez |newspaper=Huffington Post |date=29 July 2013 |title=Fireball Cinnamon Whiskey Is The Most Popular Liquor Brand You've Never Heard of |access-date=5 January 2013}}{{cite news |url=http://www.boston.com/businessupdates/2013/07/25/fireball-cinnamon-whisky-sales-may-hotter-than-last-week-heat-wave-firm-says/tKCwaSAYDu0jHwUiLoudbK/story.html |title=Fireball Cinnamon Whisky sales may be hotter than last week's heat wave, firm says |date=July 13, 2013 |newspaper=Boston Globe |first1=Chris |last1=Reidy |access-date=March 1, 2013}}

In 2013, it became one of the top ten most popular liquors, displacing Jose Cuervo tequila.{{cite web |url=http://nielsentopten.tumblr.com/post/70517215882/fireball-cinnamon-whisky-cracks-the-top-liquors |title=Fireball Cinnamon Whisky Cracks the Top Liquors |publisher=NeilsenTopTen |access-date=March 1, 2014 |archive-date=March 7, 2014 |archive-url=https://web.archive.org/web/20140307122805/http://nielsentopten.tumblr.com/post/70517215882/fireball-cinnamon-whisky-cracks-the-top-liquors |url-status=dead }} In 2016, Bloomberg reported that with estimated sales of at least $150 million in 2015, the brand had overtaken Jägermeister in popularity to become the top-selling liqueur in the United States.{{cite web|url=http://independentbeveragegroup.com/news/2017/bloomberg.htm|title=Cheap-Liquor Billionaire Looks Abroad as Home Market Slows|last=Coffey|first=Brendan|date=December 16, 2018|work=Independent Beverage Group|via=Bloomberg|access-date=June 24, 2018|archive-date=June 25, 2018|archive-url=https://web.archive.org/web/20180625190006/http://independentbeveragegroup.com/news/2017/bloomberg.htm|url-status=dead}}

The brand's label was designed by Ross Sutherland, who's also designed labels for Black Magic rum, Wheatley Vodka, and some other brands.{{Cite web|title=fireball sizes|url=http://www.watermelongroup.in/journal/archive.php?id=61fd38-fireball-sizes|archive-url=https://web.archive.org/web/20230325180447/https://www.watermelongroup.in/journal/archive.php?id=61fd38-fireball-sizes|archive-date=March 25, 2023|access-date=2020-11-28|website=www.watermelongroup.in|url-status=dead}}

In 2023, the brand debuted its first barrel-aged whiskey, called Dragon Reserve, releasing 618 bottles as a promotion for Father's Day.{{Cite web |date=2023-06-05 |title=Fireball Released Its First Barrel-Aged Whiskey for Summer |url=https://uswhiskeyreport.com/fireball-released-its-first-barrel-aged-whiskey/ |access-date=2023-06-09 |website=U.S. Whiskey Report |language=en-US}}

Fireball is usually consumed as a "straight shot" or on the rocks. The Sazerac website says "the cinnamon flavor is often used for shooters but can add character to a mixed drink."

There are, however, various cocktails that use Fireball as an ingredient,{{cite web |url=http://guycodeblog.mtv.com/2014/01/09/fireball-drink-recipes/ |title=5 Awesome Drinks You Can Make With Fireball Cinnamon Whisky |date=January 9, 2014 |first1=Peter |last1=Hoare |work=Food & drinks |publisher=MTV |access-date=June 17, 2014 |url-status=dead |archive-date=July 14, 2014 |archive-url=https://web.archive.org/web/20140714164609/http://guycodeblog.mtv.com/2014/01/09/fireball-drink-recipes/ }} and the company has encouraged a variety of such cocktails through its official website and social media channels. They include "Cinna-Rita", "Fire Nut Ball", "Hot Cherry Fizz", "Red Apple Spice", and "Ring-of-Fire".{{cite web |url=http://www.fireballdrinks.com/ring-of-fire-shot/ |title=Ring of Fire Shot |publisher=Fireball Drinks |access-date=September 1, 2014 |archive-date=October 17, 2014 |archive-url=https://web.archive.org/web/20141017073826/http://www.fireballdrinks.com/ring-of-fire-shot/ |url-status=dead }} Another is a blend of Irish coffee called "Fire Starter Coffee".{{cite web |url=http://mybestcocktails.com/cocktails-with-266-Fireball-Cinnamon-Whisky.html |title=Fireball Cinnamon Whiskey |publisher=MyBestCocktails.com |access-date=July 30, 2013}} An "Angry Balls" mixer is a combination of Angry Orchard cider and Fireball.{{cite web | url=https://www.fireballwhisky.com/recipes/AngryBalls.html | title=Angry Balls | Fireball Whisky Shot & Mixed Drink Recipes }}

Other concoctions made with Fireball include:

• The Hotter Toddy (with tea, honey, and lemon)
• Ciderball (with hard cider)
• The Drunken Dessert (with hot chocolate)
• The Ultimate French Toast Shot (with Butterscotch liqueur and Baileys Irish Cream)
• The Cinnamon Toast Crunch (with RumChata)
• The F-Bomb (with Red Bull).
• Dr. Fire (with Dr. Pepper)
• Firestarter (Monster)

The latter energy drink bomb shot may be compared to the Jägerbomb.

• Los Angeles International Wine & Spirits Competition: Bronze Medal (2010)[http://www.sazerac.com/BrandPortfolio.aspx?parent=FW&PCID=&FID=69&NBid=3 Fireball Cinnamon Whisky Brand Portfolio Entry] {{webarchive|url=https://web.archive.org/web/20130730102349/http://www.sazerac.com/BrandPortfolio.aspx?parent=FW&PCID=&FID=69&NBid=3 |date=2013-07-30 }} on official web site.
• San Francisco World Spirits Competition: Gold Medal (2010)
• International Review of Spirits: Silver Medal, "Best in Class" (2009)
• International Wine & Spirits Competition: Bronze Medal (2007)

In 2014, Finland and Sweden reported that Fireball contained amounts of propylene glycol that surpassed the EU limitations of 1g/kg.{{cite news |url=http://www.techtimes.com/articles/18941/20141028/fireball-whiskey-recalled-in-finald-sweden-due-to-high-toxicity.htm |work=Tech Times |first1=Steven |last1=Schneider |title=Fireball whiskey recalled in Finland, Sweden due to high toxicity |access-date=October 28, 2014 |date=October 28, 2014}}{{cite web |url=http://www.ema.europa.eu/docs/en_GB/document_library/Report/2014/12/WC500177937.pdf |work=Europe Medicines Agency |first1=Steven |last1=Schneider |title=Background Review for the excipent propylene glycol |access-date=November 16, 2014 |date=2014 |archive-date=January 11, 2018 |archive-url=https://web.archive.org/web/20180111165635/http://www.ema.europa.eu/docs/en_GB/document_library/Report/2014/12/WC500177937.pdf |url-status=dead }}{{cite news |url=http://www.huffingtonpost.com/2014/10/29/fireball-whiskey-recall_n_6067486.html |title=Fireball Whisky Recalled In 3 Countries Over Antifreeze Ingredient |newspaper=The Huffington Post |first1=Alexander C. |last1=Kaufman |date=October 29, 2014 |access-date=October 29, 2014}}{{cite web |url=http://www.wtsp.com/story/news/traffic/2014/10/28/fireball-liqueur-sales-blocked-in-finland-sweden/18089063/ |archive-url=https://archive.today/20141030171452/http://www.wtsp.com/story/news/traffic/2014/10/28/fireball-liqueur-sales-blocked-in-finland-sweden/18089063/ |url-status=dead |archive-date=October 30, 2014 |title=Fireball liqueur sales blocked in Finland, Sweden |publisher=WTSP |date=October 28, 2014 |location=Helsinki, Finland |access-date=October 30, 2014 }}{{cite web |url=http://www.snopes.com/food/warnings/fireball.asp |title=Schnapp Judgment |publisher=Snopes.com |date=October 29, 2014 |access-date=October 29, 2014}} Although not part of the EU, Norway also decided to recall the product. The company responded by saying the product was "perfectly safe to drink" and called it a "small recipe-related compliance issue" related to the difference in regulations between the North American and European markets.{{cite web |url=http://fireballwhisky.com/wp-content/uploads/2015/12/Fireball_Safe_to_Drink_for_US_Consumers.pdf |title=Fireball Dispels Internet Rumors |publisher=The Sazerac Company |access-date=October 28, 2014 |archive-date=March 27, 2016 |archive-url=https://web.archive.org/web/20160327123758/http://fireballwhisky.com/wp-content/uploads/2015/12/Fireball_Safe_to_Drink_for_US_Consumers.pdf |url-status=dead }} The recalled batches were replaced with a compliant product, and sales were allowed to resume for the EU-compliant formulation.

As of 2018, Fireball does not use propylene glycol in any of its products.{{Cite web|url=https://fireballwhisky.com/faqs/|title=Fireball Cinnamon Whisky {{!}} Tastes like Heaven, Burns like Hell What happens next is up to You.|language=en|access-date=2018-12-04|archive-date=2018-12-05|archive-url=https://web.archive.org/web/20181205003821/https://fireballwhisky.com/faqs/|url-status=dead}}{{Cite web|url=https://www.wideopeneats.com/10-facts-about-fireball-that-may-surprise-your-inner-dragon/|title=Fireball Whisky: 10 Facts You Didn't Know About the Cinnamon Liquor|last=Stanz|first=Carissa|date=2018-11-01|website=Wide Open Eats|language=en|access-date=2018-12-04}}

In early 2012, the Sazerac company sued Hood River Distillers over the allegedly confusing trade name and marketing of its product, SinFire Cinnamon Whisky.{{cite news |url=http://www.huffingtonpost.com/2012/02/15/fireball-sinfire_n_1279010.html |title=Fireball Whiskey vs. SinFire Whiskey: Sazerac, Inc. Sues Hood River Distillers for Cinnamon Whiskey Names |first1=Brett |last1=Barrouquere |date=14 February 2012 |newspaper=Huffington Post |access-date=5 January 2013}}{{cite web |url=http://oregonintellectualproperty.com/2012/12/21/oregon-trademark-litigation-update-sazerac-company-inc-v-hood-river-distillers-inc/ |title=Oregon Trademark Litigation Update --Sazerac Company v. Hood River Distillers |date=21 December 2012 |first1=Kenan |last1=Farrell |publisher=Oregon Intellectual Property Law |access-date=5 January 2014}}{{cite web |url=http://law.justia.com/cases/federal/district-courts/kentucky/kywdce/3:2012cv00079/80331/37 |title=Sazerac Company, Inc. v. Hood River Distillers, Inc. – Document 37 Court Description: Memorandum Opinion |first1=Judge Charles R. III |last1=Simpson |author-link1=Charles Ralph Simpson III|date=19 December 2012 |access-date=5 January 2013}} The case was settled in 2013 and SinFire Cinnamon Whisky continues to exist.

In 2015, the Sazerac company filed a lawsuit complaining that the Jack Daniel's division of Brown-Forman had infringed its Fireball trademark while marketing Tennessee Fire, a cinnamon flavored Tennessee whiskey.{{cite news |url=https://www.usatoday.com/story/money/nation-now/2015/12/21/whiskey-fireball-google-ads-jack-daniels/77691412/ |title=Will Jack Daniel's get burned over 'Fireball' ads?

|publisher=USA Today NETWORK |first1=Bailey |last1=Loosemore |newspaper=Louisville Courier-Journal |date=December 21, 2015 |access-date=December 21, 2015}} The lawsuit was dropped later that year.{{cite news |url=https://www.usatoday.com/story/money/nation-now/2015/12/22/fireball-google-ad-suit/77781606/ |title=Fireball whiskey maker drops suit against Jack Daniel's |publisher=USA Today NETWORK |first1=Bailey |last1=Loosemore |newspaper=Louisville Courier-Journal |date=December 22, 2015 |access-date=January 6, 2019}}

In January 2023, the Sazerac company was sued by a consumer for fraud and misrepresentation over their non-whisky "Fireball Cinnamon" products, which are malt-based.{{Cite web |last=Grantham-Philips |first=Wyatte |title=Those mini bottles of Fireball Cinnamon don't actually contain whiskey; lawsuit alleges misleading labeling |url=https://www.usatoday.com/story/money/food/2023/01/26/fireball-cinnamon-whiskey-lawsuit/11125793002/ |date=26 Jan 2023 |access-date=2023-01-27 |website=USA TODAY |language=en-US}} These versions of their product do not qualify as spirits and thus can be sold in stores that only allow beer and wine sales. According to the lawsuit, the "Fireball Cinnamon" packaging and appearance are nearly identical to the flagship whisky product in order to confuse consumers.{{cite news |url=https://www.cbsnews.com/amp/news/lawsuit-claims-fireball-cinnamon-has-no-whiskey-misleading-label/ |author=Simrin Singh |date=25 Jan 2023 |title=Lawsuit alleges that Fireball Cinnamon mini bottles are "misleading" because they don't contain whiskey |publisher=CBS News}} The lawsuit, filed in United States District Court for the Northern District of Illinois, is currently ongoing.

{{reflist|30em}}

• [http://fireballwhisky.com/ Official website]

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Category:Canadian whisky

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