Fire Eater, a cinnamon liqueur, from Bacardi Brown Forman is receiving a major push ahead of Christmas.
Fire Eater, is being supported by a £1.5m integrated marketing campaign including social media, digital communications and Nationwide experiential sampling.
Activity will be enhanced throughout September to December, sampling in key student cities to drive trial. Students will be asked to ‘Step Right Up’ and don a pair of virtual reality Oculus Rift glasses and be transported inside a big top circus tent. Users are then lead to a lift that carries them high above the crowds to a platform where they teeter on the edge before taking the plunge through burning rings of fire into a tiny pool of water below – all of which is in 3D, delivering an almost real experience. Alongside this consumers can also try a 15ml sip sample of Fire Eater.
With an RRP of £18.99, Fire Eater will be supported in the off trade with eye-catching new POS and branded neck collars, educating consumers on the core serve. Incorporating the 19th century circus story evoked by the brand, posters, shippers, barkers and wobblers will be inviting consumers to ‘Step Right Up’ and purchase ‘The Greatest Shot on Earth’. Fire Eater is also bringing the circus experience to life at selected wholesalers across the country with sampling, POS, Oculus Rift Glasses and a number of trade day offers.
Joanna Austin, Marketing Manager at Bacardi Brown-Forman comments, “As leaders of the American Whiskey Category, we’re delighted to be able to offer Fire Eater to the convenience and wholesale channel helping our customers to unlock new growth opportunities. With young adult consumers increasingly seeking new flavours and exciting drinking experiences, we have seen a surge in the popularity of flavoured spirits and growth in the shot segment which is evidenced by the success of now Fire Eater to date. We urge retailers to take advantage of the gap in the market; using Fire Eater to recruit new drinkers to the flavoured whiskey category and in turn driving sales.”
