Bacardi Brown-Forman Brands has launched Fire Eater for the wholesale and convenience market.

The drink is a blend of American whiskey and hot cinnamon and has an ABV of 35%, RRP £18.99. It taps into the trend for flavoured whiskey among adult consumers.

The launch is supported in-store with PoS and branded neck collars, and by a £1.5m marketing campaign, including social media, digital communications and nationwide sampling.

Activity will focus on key student cities around the UK from September to December. Students will be invited to a 3D-circus experience as well as sampling a 15ml sip of Fire Eater.

Joanna Austin, marketing manager at Bacardi Brown-Forman, said: “We’re delighted to be able to offer Fire Eater to the convenience and wholesale channel, helping our customers to unlock new growth opportunities.

“With young adult consumers increasingly seeking new flavours, we have seen a surge in the popularity of flavoured spirits and growth in the shot segment, evidenced by the success of Fire Eater to date.”