Forget Gen Z, Fireball's Focusing On 'The Greatest Generation'
While many spirits brands are chasing younger drinkers, Fireball is focusing on the 'greatest generation.'
Fireball just awarded 15 lifetime supplies of its cinnamon whisky to those of the 90+ set. 'Our Lifetime Supply giveaway isn't Fireball's first rodeo when it comes to honoring the legends of the silver-haired party scene,' says Danny Suich, global brand director.
In 2023, Fireball honored Florence 'Flo' Hackman, better known as Fireball Flo, on her 105th birthday. 'Flo had become a bit of a local celebrity in her hometown of Cincinnati for her love of Fireball,' Suich says. 'Her family shared that a sip of our cinnamon whisky was part of her daily routine. Naturally, we had to celebrate her in style.'
The whisky brand sent a special delivery of its fiery whisky and merch straight to her doorstep to help her ring in her birthday. 'We feel so lucky she's forever part of our brand's history,' Suich says.
Bernice, age 99, is one of the older winners in this promotion.
That got the creative folks at Fireball wondering just how many elder partiers might be forever fans so they initiated the 'Lifetime Supply' contest in February. In the spirits world, this makes Fireball a bit of an anomaly. According to NIQ, 62 percent of the global population will be of Millennials or younger in 2025 so a lot of spirits brands are focused on Generation Z, who comprise the newest legal drinkers.
But perhaps Fireball is onto something as seniors, classified as those 65 years and older, boast $3.2 trillion in spending power, according to SheerID.
'At a time when so much attention is on Gen Z and Millennials, Fireball wanted to celebrate all generations,' Suich says. 'In many ways, it was Gen Z themselves—through social media trends and a genuine appreciation for older generations—who helped shine a light on how cool, hilarious, and wild our 90+ crowd can be.'
Gloria, age 90, relaxes in her backyard with a couple of Fireball minis.
Suich says Fireball was 'blown away' by the response. The contest had more than 800 entries. 'We knew our 90+ fans were special, but we didn't expect to see photos of people dancing with Fireball, taking shots at the nursing home with their friends, knitting cozies for their bottles, or even sneaking a sip before bingo night,' he says.
The contest required entrants to show proof that they were 90 years old or older, submit a photo showing off 'their Fireball spirit,' and then answer the question: what makes you the perfect person to keep life mischievous at 90+? The entrants could enter themselves or a child, grandchild or great-grandchild could enter them online or through 'good, old-fashioned snail mail.'
More than 800 seniors answered the call, and it took Fireball a while to winnow the entries down to the top 15.
Roger, age 90, likes to drink Fireball as a shot.
After validating that the entrants were at least 90 years old, they were evaluated on: 75 percent for creativity, originality, humor, or inspiration, and 25 percent for overall quality and how well the entry represented the Fireball spirit.'Narrowing it down to 15 winners wasn't easy, but one thing was clear: the 90+ crowd still knows how to raise' heck, Suich says. 'The party legends proved exactly what we thought: age is just a number, and Fireball is forever.'
Joan, age 95, or "Nana" as she is known to her grandchildren, is decked out in Fireball gear.
Joan, 95, was one of the 15 grand prize winners. Her son Michael entered her in the contest. She began drinking Fireball while watching her favorite sports teams: the Suns, Cardinals and Diamondbacks.'I had such fun taking the photo,' Joan says, adding that her son brought over a Fireball shirt, and her daughter Glory, who lives with her, shared her Fireball with her. 'We all had fun taking the photo and doing shots,' says Joan. 'I never imagined in a million years that I would win.'
David, 95, started drinking Fireball at USC tailgates. His granddaughter Jacqueline nominated him. 'We were trying to figure out what shots to drink at the tailgate,' David says. 'Something like vodka or tequila was too strong and someone suggested this cinnamon-flavored whisky. It was so good we decided to gather everyone around - and just like that, our Fireball shot tradition at tailgates was born.'
David, age 95, is pictured with his granddaughter, Jacqueline.
Besides tailgating with Fireball, David enjoys doing shots of Fireball with his buddies at the senior living facility, where he resides. 'I sometimes take it down to the dining room at lunch and dinner and share it with friends,' David says. 'It depends on the day!'
Eleanor, age 94, hides her Fireball in her purse.
Joan will be celebrating her win with her family. 'Michael says we are going to have a Fireball party and have everyone over to toast me winning,' she says. 'Who knows what other crazy things he has planned?'
Her advice to younger Fireball drinkers is to 'just enjoy your family and friends.' 'Don't drink too much though,' she cautions.
Paul, age 92, takes his Fireball to parties.
Fireball was impressed with the entries, Suich says. 'Fireball has always been about mischief and not taking life too seriously,' he says. 'That attitude doesn't stop at 30, 60, or 90. Fireball fans don't age out of fun. They just turn it up a notch. These legends grew up breaking rules, living loud, and clearly haven't lost their spark.'
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