SouthTrade International is continuing the Fireball innovation in Australia with the launch of the 3.5-litre Firebox cask.
Following on from the Fireball six-pack which launched late last year, the Firebox contains two 1.75-litre casks and two taps to dispense the more than 100, 30ml shots of the popular cinnamon whisky.
Just 300 limited edition boxes will go on sale in Australia through selected retailers this February, with Fireball fans already creating a lot of heat about the product across social media.
Fireball’s Senior Brand Manager in Australia Jon Prew said launches like Firebox will help Fireball in Australia to replicate its success in the US, where it is the number one brand for shots.
“The thirst for Fireball has continued to grow thanks to our expanding product portfolio which leads with innovation and reacts to the needs and wants of our loyal Fireball fans,” Prew said.
“Our crew have been screaming for us to bring this bad boy down under, and thanks to their persistence, Firebox has landed. With only 300 available to purchase, our Fireball fanatics will have to be quick to get their hands on the ultimate Fireball party box.”
Luke Hackner, Fireball Culture Ambassador added: “Fireball not only tastes awesome, but continually pushes boundaries, nailing it once again with Firebox – the mother of all casks.”
Fireball is currently the fastest growing top-20 whiskey in Australia, with growth at 50.1 per cent volume and 49.4 per cent value sales vs 2017. The Firebox has a $225 RRP and is available now in super limited quantities, through select bottle shops and BoozeBud.