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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 25, 2014

Link: http://www.businessweek.com/articles/2014-04-24/fireball-whisky-gains-on-jagermeister-via-social-media-bar-sales#r=hp-lst

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?

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