Cinnamon Whiskey War: Can Jack Daniel’s Topple Fireball?

One of the biggest stories in the liquor industry has been the ascension of Fireball Cinnamon Whisky, a new favorite of youthful pub-crawlers who consume the stronger stuff by the shot rather than the sip. Sales of Fireball have climbed from 450,000 cases in 2011 to almost 1.9 million in 2013, according to Shaken News Daily. That’s impressive for a brand not known for its palatability—even Fireball lovers say it tastes like chewing a pack of Big Red gum.

Now the competition is ramping up for young tavern patrons who willingly subject themselves to such an experience. The Jack Daniel Distillery, maker of America’s most popular whiskey, is releasing a rival product, Jack Daniel’s Tennessee Fire, in Oregon, Pennsylvania, and, of course, Tennessee. At 70 proof, Tennessee Fire has slightly more alcohol than the 66-proof Fireball. It’s also more expensive, but it has the power and authenticity of a brand favored by such celebrity boozers as Keith Richards and the late Frank Sinatra.