A sizzling new flavour is ready to spice up Christmas drinks, as Fireball Cinnamon Whiskey arrives in UK bars.
Exclusively distributed in the UK by Hi-Spirits, Fireball Cinnamon Whiskey is proving to be a hit both as a shot, in a ‘bomb’ serve mixed with energy drink, and as a long drink with mixers such as ginger ale, cranberry juice, cola, and apple juice.
Fireball is made with authentic corn whiskey, based on a recipe created by a Canadian distiller who infused a batch of whiskey with cinnamon and ‘wowed’ his customers. Unlike their more puritanical Scots counterparts, North America’s whiskey enthusiasts have a long and proud tradition of experimenting with flavoured varieties.
Jeremy Hill, chairman of Hi-Spirits, said: “Flavour innovation is a big driver of spirits sales in the UK bar trade. Fireball is an ideal launch in the run-up to the peak Christmas season, as cinnamon is a great flavour for winter drinks.
“Into the New Year, we believe that offering a range of chilled, flavoured shots is one way for bars to grow spirits sales. Equally, Fireball is great as the basis of long, mixed drinks and cocktails, and we’re already working with customers to develop bespoke marketing support to promote the range of Fireball serves.”
One of the first bars to trial Fireball is Ama Gi in Kingston, Surrey. General manger Will Palmer said: “Fireball has become the preferred ‘bomb’ serve for our customers. We serve it with energy drink straight off the dispense gun, and customers really like the flavour and smoothness of Fireball.”
Iona Goldstein, manager of Backline Live in Guildford, said: “Fireball has proven to be very popular with staff as well as customers, because the flavour is so innovative. We’ve served it in a range of drinks – personally, I think it’s great mixed with lemonade.”