Jack Daniel’s Brings the Fire with New Cinnamon Whiskey

The top-selling American whiskey brand takes a shot at Fireball

Burn, baby, burn.

Jack Daniel’s rolled out its newest product to stores nationwide this week. The full name of the spirit is Jack Daniel’s Tennessee Fire, but it’s unlikely that many people will ever call it that. This is destined to be known as Jack Fire from now until as long as people want to drink cinnamon-flavored whiskey. Jack Daniel’s has already ignited the #jackfire hashtag for this week’s U.S. release.

As you might have guessed by now, Jack Daniel’s is firing a salvo at the popular Fireball Cinnamon Whisky, a favorite at college bars and wherever Tony Hsieh happens to be. Jack Fire is Jack Daniel’s red-hot cinnamon liqueur blended with its Old No. 7 Tennessee Whiskey. But while Fireball seems designed for pounding shots, the more nuanced Jack Fire might attract a broader market interested in sipping or mixing, especially given the reach and cachet of Jack Daniel’s.

This is the second Jack Daniel’s flavored variation. The brand, which is the biggest seller of American whiskey in the world, released Tennessee Honey in 2011.