Description: Fireball Cinnamon Whisky is known in the spirits industry as a challenge shot. It’s an orange beverage that comes in a clear bottle with a prancing demon on the label. It tastes like a syrupy incarnation of Wrigley’s Big Red gum. It’s sweet, with a spicy burn.
Source: Businessweek.com – video report
Date: Apr 24, 2014
Questions for discussion:
- Why do you think this product has become so successful so quickly?
- Who is the target customer?
- Do you think there are any ethical or social responsibility issues about the product or the firm’s marketing strategy?