A rival to Fireball Cinnamon Whisky is about to launch courtesy of powerhouse Jack Daniel’s. The new product is called Jack Daniel’s Tennessee Fire which, at 70 proof, is a little stronger than Fireball (66% abv) and also slightly more expensive.
According to Businessweek’s Devin Leonard, cinnamon flavored whisky is favored by the college set. The manufacturers of both brands – Sazerac in the case of Fireball and Brown-Forman in the case of Jack Daniel’s Tennessee Fire – are adept at reaching this audience digitally, and via brand ambassadors and novelty club memberships. Cinnamon whisky aficionados can look forward to fun promotions as they are wooed by both sides. Fireball dominates the market selling close to two million cases last year.