Case Study: Sazerac turns Fireball into a global bar favorite with Zehnder Communications

Sazerac drives $60 million+ in sales with Zehnder Communications

Sazerac approached Zehnder Communications with the challenge of revitalizing its Fireball Cinnamon Whisky brand, which had stagnant sales and no online presence in 2010. The product faced heavy competition, lacked support from bartenders and distributors, and was largely unfamiliar to consumers. Zehnder was tasked with introducing Fireball to key markets and making it a popular choice in bars.

Zehnder implemented a strategy focused on grassroots events, a bartender ambassador program, and social media outreach with influencers to build authentic brand awareness. The agency crafted a distinct, bold voice for Fireball and developed a custom website with a recipe database and e-commerce. The results were significant, with Zehnder helping to drive over $60 million in sales, engage 7.5 million web users, and generate 3.4 billion social media impressions.

Sazerac