Fireball Still on Fire

Dear Client:Sazerac's Fireball Cinnamon Whiskey is seeing impressive velocity at established, on-premise accounts, where it went from 3% dollar share in April 2012 to almost 7% dollar share this year, according to data from Restaurant Sciences."Currently, Fireball Cinnamon Whiskey registers more than 2 percent dollar share of spirits in the US overall market," said Chuck Ellis, president of Restaurant Sciences. "As Fireball's distribution expands, the overall share will continue to grow."It's also taking a bite out of competing segments. As