Fireball Cinnamon Whisky
Fireball Cinnamon Whisky is a mixture of Canadian whisky, cinnamon flavoring and sweeteners that is produced by the Sazerac Company. Its foundation is Canadian whisky, and the taste otherwise resembles the candy with a similar name, Ferrara Candy Company's "Atomic Fireball" candy. It is bottled at 33% alcohol by volume (66 U.S. proof). According to the official Fireball website, the product was developed in Canada in the mid-1980s, and for a long time was little known outside of Canada. As of 2018, Fireball is among the top selling whisky-related brands in the United States. In  addition to the United States and Canada, Fireball is now also available in other countries. History. 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. It was marketed as "Dr. McGillicuddy's Fireball Whisky". Ostensibly, the named doctor was Dr. Aloysius Percival McGillicuddy, allegedly more commonly referred to as "the shot doctor" who was  born in the year 1808. Later, in 2007, the product was rebranded as "Fireball Cinnamon Whisky". 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 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 would perform at the establishment during this time and inspired multiple references in many popular songs In 2013, it became one of the top ten most popular liquors, displacing Jose Cuervo tequila. 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. The brand's label was designed by Ross Sutherland, who's also designed labels for Black Magic rum, Wheatley Vodka, and some other brands. Serving. 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, 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". Another is a blend of Irish coffee called "Fire Starter Coffee". An "Angry Balls" mixer is a combination of Angry Orchard cider and Fireball. Other concoctions made with Fireball include: The latter energy drink bomb shot may be compared to the Jägerbomb. Health concerns. In 2014, Finland and Sweden reported that Fireball contained amounts of propylene glycol that surpassed the EU limitations of 1g/kg. As of 2018, Fireball does not use propylene glycol in any of their products. Similar products . There are a variety of cinnamon-flavored liquor products available and they are a popular form of flavored liquor. They include cinnamon vodka, tequila, and bourbon. Legal disputes. In early 2012, the Sazerac company sued Hood River Distillers over the allegedly confusing trade name and marketing of its product, "SinFire Cinnamon Whisky". 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. The lawsuit was  dropped later that year.