Sazerac Co has unveiled a new format for its Fireball cinnamon-flavoured American whiskey, alongside a marketing activation targeting ‘sneaker culture’ in the US.
The 20cl resealable ‘Fireball Stash Flask’ (below) comes in two strengths: 21% and 33% ABV. The packs have gone on sale individually at “select retailers nationwide” at an SRP of US$3.99 per pouch.
To accompany the launch, Sazerac is also giving away 50 branded pairs of shoes with a compartment in the tongue designed to hold the pouch. Consumers in the US will be able to attempt to buy the US$25 shoes-and-flask set for one hour from 9am CST on Friday, 24 July – 50 winners will then be selected at random and invited to complete their purchase.
Though launched in conjunction with the ‘sneaker’ activation, Sazerac confirmed to Global Drinks Intel that the pouch format will be a permanent line extension for Fireball.
Last year, Sazerac rolled out a marketing activation for Fireball targeting older consumers in the US. The push offered a “lifetime supply” of Fireball to any consumer born in or before 1935.
