With FIREBALL experiencing smoking growth as the fastest growing whiskey in Australia’s top 20 whiskey brands[1], the legends behind the brand have come up with another corker of a product with the innovative release of the FIREBALL 6 pack.
Here we have a six-pack of full strength 50ml miniatures providing consumers with the ultimate small format convenience pack. Keeping its iconic ‘taste like heaven, burns like hell’ motto, this is a straight up shareable RTD without the need of a mixer.
To be merchandised icy cold in the Beer or RTD fridge, SouthTrade International’s Sales Director, Damian Kaehler explains “We know most FIREBALL shots are bought with beer, with our in-house research showing well over half of FIREBALL was purchased that way. Therefore, our 6 pack allows retailers to drive incremental revenue rather than consumers swapping between another product.”
FIREBALL is the #1 brand for shots in the USA[2]. The FIREBALL team are confident of replicating this success in Australia with unique launches like these small format serves and more to follow in 2019…
Australia’s FIREBALL Senior Brand Manager Jon Prew says, “With the growth in high ABV RTD’s, we thought we’d step it up one notch further. FIREBALL is already smoking hot down under and we are pumped that this innovation will help us take the brand to the next level. Our fanatics have been screaming out to get their mitts on our minis, since we started seeding the 50’s on social and at parties. It’s going to be one hot Summer.”
As part of the launch, FIREBALL will use their crew of influential ambassadors from the worlds of extreme sports, snowboarding, BMX and dance music to supercharge the launch through their social media networks.
As the original, category-pioneering Cinnamon Whisky, and even before the 6x pack sets the market ablaze, FIREBALL is already the fastest growing top-20 whiskey in Australia, with growth at +56.5% Volume sales and +48.2% in Value Sales vs. 2017 (source: IRI AZTEC, Off Premise Scan August 2018).
FIREBALL Small Format 6 x 50ml Cinnamon Whisky 33% ABV will be available nationally, RRP $29.99.
FIREBALL Cinnamon Whisky 700ml 33% ABV is available nationally, RRP $55.00.
For more information, interview opportunities or images please contact:
Tierney Kelman | tierney@dialoguepr.com.au | 02 9194 6683| 0434 259 798