Fireball Merch

Fireball Cinnamon Whisky is a mixture of Canadian whisky, cinnamon flavoring and sweeteners that is produced by the Sazerac Company.

How do we create more brand affinity for Fireball Whisky in an authentic way? How do we get our fans to become even bigger advocates of the product and a reason to connect more on a deeper level?

What do you get when you cross a desirable and iconic brand like Fireball with a loyal, vocal and edgy fanbase? A pitch to enable the “super” fan.

So, how do we do it? How do we create more brand affinity in an authentic way? How do we get our fans to become even bigger advocates of the product and a reason to connect more on a deeper level. Drumroll please…. Cue, the Fireball Merch store.

With 100% backing from the brand team, this Merch store wasn't just about selling t-shirts, it was about paying homage to a brand that has organically grown to be the fastest growing spirit in Australia. From Shot Skis to shot glasses, hip flasks to snowboards and all the branded apparel in-between, the Fireball Merch store is a marketer’s dream, with sales directly contributing to the overall marketing budget.

With 6.6x return on ad spend and 64% of new visitors to the site resulting in transactions over the last financial year, there’s no stopping it as it accelerates into its third year. Beyond funding marketing campaigns, the Fireball Merch Store continues to kick goals by providing engaging content opportunities across Fireball’s social channels, a growing and active email database, numerous promotions and giveaways to grow follower counts, collaborations with local Australian artists and most importantly, a way for loyal consumers to show the world who their favourite fiery liquid is.