Sugar and spice? Definitely. Everything nice? Not so much. To turn Fireball Whisky into the shot of choice for millennials was our mission, and to carry it out, we needed a brand voice just as fiery.
And so, “The Dragon” was born, a brand persona that lit up any night and any bar. This new attitude drove everything, from tactics to influencer choices, and raised Fireball up to a top five liquor brand. Now that’s spicy.