Bacardi Brown-Forman Brands’ Fire Eater is now available to the off trade.

The cinnamon liqueur, which is blended with whiskey, has an ABV of 35% and an rrp of £18.99. The product was launched in the on trade earlier this year.

Its off trade launch is being supported by circus-themed POS material including posters, shippers, barkers and wobblers, all with ‘Step Right Up’ and ‘The Greatest Shot on Earth’ branding. A £1.5m marketing campaign including social media, digital communications and sampling will also run.

Marketing manager Joanna Austin said Fire Eater would suit customers who are seeking new flavours and help to grow the flavoured spirits market. “We urge retailers to take advantage of the gap in the market; using Fire Eater to recruit new drinkers to the flavoured whiskey category.”