ASA bans Sazerac’s Fireball ad for promoting doubles
The UK’s advertising watchdog has banned a bus poster for Sazerac’s Fireball whisky liqueur over its link to excessive drinking.
The Advertising Standards Authority (ASA) has upheld a complaint against Sazerac UK and Hi-Spirits over an out-of-home poster for cinnamon-flavoured whisky liqueur Fireball
The ASA found the ad irresponsible and in breach of the UK advertising code on alcohol promotion.
The poster, displayed at a bus stop in January 2026, featured a bottle of Fireball, two shot glasses and a dartboard.
Bold text in all caps read ‘Fireball – Go For The Double!’ with a link to the Drinkaware website in smaller print.
A member of the public complained that the ad encouraged excessive drinking.
Sazerac UK responded that the phrase ‘go for the double’ was a common darts expression referring to aiming for a double score, and that the imagery was a light-hearted nod to pub culture rather than a prompt to overconsume alcohol.
The company also argued the two glasses simply suggested social drinking rather than binge drinking, noting that even two consecutive alcohol measures were not excessive.
However, the ASA said most consumers would understand the term ‘double’ as a reference in the UK to a larger pour – typically 50ml – in a spirit context.
Coupled with two overflowing shot glasses positioned beside the text, the ASA noted that the overall impression “suggested abundance and excess rather than a standard measurement”.
The regulator also highlighted that the ad did not include anything to signal moderation or that drinkers should stop after one double measure.
As a result, the ASA concluded that the ad was likely to encourage excessive drinking and therefore failed to meet the CAP Code’s requirement for responsible alcohol marketing. The ruling referenced CAP Code (Edition 12) rule 18.1, which states that advertising for alcoholic drinks must not encourage unwise or excessive drinking.
The ASA has instructed Sazerac UK to withdraw the ad in its current form and ensure future campaigns do not promote excessive consumption.
Last week, the ASA banned an ad from hard seltzer brand White Claw because the people involved appeared to be under 25 years old.
The ASA also banned two Instagram posts promoting Sazerac’s Southern Comfort whiskey liqueur in 2020.
Related news
Sazerac unveils Svedka Vodka Water RTDs
