Fireball to take on the might of Jägermeister

Hi-Spirits hopes to take on the might of Jägermeister as it launches cinnamon flavoured whisky Fireball in the UK on-trade in time for the Christmas rush.

Fireball Cinnamon Whiskey can be served as a long drink with mixers such as ginger ale, cranberry juice, cola and apple juice.

But it has gained popularity in the US served as a shot or 'bomb' dropped into an energy drink.

Jeremy Hill, chairman of Hi-Spirits, said: "Flavour innovation is a big driver of spirits sales in the UK bar trade. Fireball is an ideal launch in the run-up to the peak Christmas season, as cinnamon is a great flavour for winter drinks.

"Into the New Year, we believe that offering a range of chilled, flavoured shots is one way for bars to grow spirits sales. We're already working with customers to develop bespoke marketing support to promote the range of Fireball serves."

Fireball is made with authentic corn whiskey and is based on a recipe created by a Canadian distiller.