Sazerac wants UK consumers to post Instagram pictures of Fireball

Sazerac wants UK consumers to post Instagram pictures of Fireball

Sazerac is taking on Brown-Forman in the battle for Friday night as the Fireball maker launches a UK marketing campaign for its cinnamon-flavoured whiskey.

The company said today it will take a custom-built "dive bar" to venues across the UK for a new push, called 'Fireball Fridays'. The bar will hand out samples and consumers are also being urged to post Instagram pictures "showing how they enjoy Fireball on a Friday".

The activation, which started last Friday, follows Brown-Forman's Jack Daniel's Friday night marketing activation, 'Jack Friday', which sees brand ambassadors at on-trade locations across the UK promoting Jack Daniel's cocktails with samplings and givaways. Brown-Forman said the campaign, which launched in August, is being tested in the UK before possibly being rolled out to other markets.

Speaking about Sazerac's Fireball push, MD for Fireball's UK distributor Dan Bolton said: "Fireball is part of 'the weekend starts here' ritual for many consumers, enjoyed as a chilled shot and in mixed drinks. We're celebrating that with our Fireball Friday giveaways by inviting our consumers to show us how they kick off the weekend with Fireball." 

Weekly prizes for Instagram pictures include iPods, festival tickets, headphones and speakers, with a winner selected every Friday until April next year.

Brown-Forman has also gone head-to-head with Beam Suntory in the US after the two American whiskey rivals clashed over the alleged trademarking of an industry-standard term.