Fireball Frat Cups spearhead on-trade marketing drive

A new shot-sized serve for cinnamon spirit Fireball heralds a major support programme for the brand in the UK on-trade this year.

Hot on the heels of Fireball being confirmed as the World’s Fastest Growing Spirit, the exclusive Fireball Frat Cups are being rolled out to bars stocking the cinnamon liqueur with whisky from September.

The cups are a branded 50ml version of the iconic red solo cup which is an essential accessory in the US college party scene. Their launch in the UK coincides with the Fireball Freebie Friday campaign, which is running on Facebook and which sees Fireball merchandise distributed every Friday in university and town centre bars around the UK during the freshers’ season.

Along with the chance to sample the unique cinnamon flavour of Fireball, there are thousands of Fireball freebies up for grabs, and an opportunity for one competition winner to enjoy the holiday of lifetime in Mexico. Fireball branding also appears on 80,000 bags distributed to students by JD Wetherspoon.

The brand will have high visibility on the bar thanks to new Fireball chill machines in some venues. Both Greene King and Marston’s are offering Fireball Frat Cups and POS to free trade customers, with minimum stock orders applying.

Dan Bolton, managing director of Hi-Spirits, said: “With a strong support package for Fireball in the UK on-trade this year, the Fireball Frat Cups and our other exclusive POS will increase visibility and build sales in bars.”

Figures for global spirit sales collated by leading drinks industry analyst Impact Databank, show that Fireball is the world’s fastest growing spirit brand, with sales up by more than 130% in 2013. Fireball is now Number 61 in the overall global premium spirits rankings.

For more information, please contact Hi-Spirits on 01932 252 100, email, or visit



For press information please contact John Porter at ShielPorter Communications 07734 054389