Fireball is releasing a new limited-edition flavor, and this one skips the merch tie-ins entirely.
Fireball says the new Torch’d Vanilla blends vanilla, toasted marshmallow, smoky oak, and warm baking spice, with Fireball’s signature cinnamon still leading the finish.
Danny Suich, Global Brand Director of Fireball, described it as a bolder, hotter take on vanilla, timed to launch as the days get shorter.
The Kentucky-based brand’s new release comes in at 33% ABV (66 proof), the same strength as the original.
Starting this September, Torch’d Vanilla lands at participating retailers nationwide in 50mL and 750mL bottles.
Fireball keeps finding new ways to be Fireball
Fireball doesn’t actually need new flavors to keep selling. The brand went from under $2 million in annual sales in 2011 to $130 million by 2014, and it’s stayed a fixture at the top of the shot category ever since; it’s been a big win for parent company Sazerac, which is usually associated with more buttoned-up whiskies like Pappy and 1792.
Somehow, the stunts never stop. Fireball’s marketing history includes a DC Shoes sneaker collab (twice, once in 2022 and again this year with a flask-hiding high-top called Fireball Sneaks), plus Fireball-branded lipstick, golf clubs, a Kentucky Derby hat, barbecue dry rub, and Fireball-flavored caviar. At some point you have to wonder who greenlit the caviar drop.
There’s also been a Fireball-branded keg, a suit jacket, and lingerie, because apparently no product category is off-limits once the marketing team gets going.
Fireball isn’t alone in the flavor-extension game, either — Jägermeister Orange launched earlier this year and turned into one of the brand’s biggest hits in years, proving a new flavor alone can be the whole pitch.
Torch’d Vanilla, by comparison, is almost pedestrian: no shoe, no flask pouch, no novelty merch, just a new flavor, dropped in for the fall. For a brand this committed to the bit, that’s basically a day off.
Where to buy it
Fireball Torch’d Vanilla launches nationwide in September, in 50mL and 750mL bottles, at participating retailers.
Pricing starts at $0.99 for a single 50mL shot, with a 750mL bottle running $14.99. There’s also a 10-pack of 50mL bottles for $9.99, which gives you a pretty good idea of what the Fireball folks have in mind for this release.
