Early Times Fire Eater makes UK debut
Bacardi Brown-Forman Brands (BBFB) is introducing its cinnamon-flavoured American whiskey Early Times Fire Eater to the UK market.
Early Times Fire Eater is being rolled out in the UKTo support the UK roll out, BBFB will launch a £1.5 million marketing campaign encompassing social media, digital and sampling.
Early Times Fire Eater, a blend of 35% abv American whiskey with cinnamon and brown sugar flavours, will be available in select on-trade outlets from April.
BBFB hopes the launch will take advantage of growing flavoured whiskey sales, which are up 340% according to Discus.
Crispin Stephens, American whiskey marketing manager at BBFB, said: “We’re delighted to be able to add Fire Eater to our UK portfolio, as leaders of the American whiskey category it is important that we continue to drive innovation and unlock 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 category.
“We believe we have recognised a gap in the market and that Fire Eater will enable us to recruit new drinkers to the flavoured whiskey category by tapping into the demand for bold flavours for late night occasions.”
Early Times Fire Eater was first launched in the US in July 2012.
