FIREBALL releases innovative six-pack

FIREBALL releases innovative six-pack

Australia's fastest growing whiskey, FIREBALL, has announced the release of the FIREBALL six-pack.

The six-pack of full strength 50ml miniatures provides consumers with a small-format convenience pack.

Designed to be merchandised cold in the beer or RTD fridge, SouthTrade International’s Sales Director, Damian Kaehler explained: “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 six-pack allows retailers to drive incremental revenue rather than consumers swapping between another product.”

FIREBALL is the No.1 brand for shots in the US. The FIREBALL team are confident of replicating this success in Australia with unique launches like these small format serves and SouthTrade promises there will be more to follow in 2019.

Australia’s FIREBALL Senior Brand Manager Jon Prew said: “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 its crew of influential ambassadors from the worlds of extreme sports, snowboarding, BMX and dance music to supercharge the launch through their social media networks.

FIREBALL is already the fastest growing top-20 whiskey in Australia, with growth at 56.5% volume sales and 48.2% in value sales versus 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. 

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