Bacardi Brown-Forman Brands Rolls Out Fire Eater Into Wholesale and Convenience

15 Sep 2014 --- Arriving in the UK in April, Early Times Fire Eater was launched to tap into the demand for flavoured whiskey among adult consumers and the growing shot occasion.

Bottled at 35% ABV, this new cinnamon liqueur with smooth Early Times whiskey offers a hot yet smooth shot.

Fire Eater is being supported by a £1.5m integrated marketing campaign including social media, digital communications and Nationwide experiential sampling. Activity will be enhanced throughout September to December, sampling in key student cities to drive awareness.

Students will be asked to ‘Step Right Up’ and don a pair of virtual reality Oculus Rift glasses and be transported inside a big top circus tent. Users are then lead to a lift that carries them high above the crowds to a platform where they teeter on the edge before taking the plunge through burning rings of fire into a tiny pool of water below – all of which is in 3D, delivering an almost real experience. Alongside this consumers can also try a 15ml sip sample of Fire Eater.

With an RRP of £18.99, Fire Eater will be supported in the off trade with eye-catching new POS and branded neck collars, educating consumers on the core serve.

Joanna Austin, marketing manager at Bacardi Brown-Forman said: “As leaders of the American whiskey category, we’re delighted to be able to offer Fire Eater to the convenience and wholesale channel, helping our customers to unlock new growth opportunities.

“With young adult consumers increasingly seeking new flavours and exciting drinking experiences, we have seen a surge in the popularity of flavoured spirits and growth in the shot segment which is evidenced by the success of now Fire Eater to date. We urge retailers to take advantage of the gap in the market; using Fire Eater to recruit new drinkers to the flavoured whiskey category and in turn driving sales.”