NEW WHISKEY FOR FOOTBALL FANS: FIREBALL COLLECTS TEARS OF DEFEAT

As the saying goes, “the tears of our enemies taste sweetest.” And if Fireball has its way, those tears will taste even better in whisky form. The Sazerac-owned brand, known for its signature cinnamon-flavoured whisky, is launching its latest concoction – ‘Crierball’, a whisky distilled with the actual tears of defeated American football fans.

In a campaign guaranteed to ramp up game-day rivalry, Fireball plans to send out “Tear Collector” teams – dressed in bold red uniforms – to gather tears from heartbroken fans at this season’s most nail-biting NFL and college gamea. If you’ve just watched your team lose and need a therapeutic outlet, simply find a Tear Collector outside the stadium and donate your tears to the cause.

Crierball will make its rounds in November’s most anticipated American football battles, including Green Bay Packers vs. Chicago Bears, Baltimore Ravens vs. Pittsburgh Steelers and Auburn Tigers vs. Alabama Crimson Tide.

The final product? A limited-edition whisky that Fireball suggests will have a “salty” profile – ideal for capturing the bittersweet essence of defeat, spiced up with Fireball’s iconic cinnamon kick. Danny Suich, Fireball’s global brand director, explains: “In football, few things – aside from Fireball, of course – are sweeter than victory over a rival. We’re embracing that competitive spirit and putting it in a bottle, literally. Our goal is to capture the emotion of the game, particularly the heartbreak, and distil it into something unique.”

The brand promises that all collected tears will undergo a meticulous sterilisation and distillation process to ensure safety that will take months, transforming fan despair into a whisky that’s set to hit shelves next season. And, Fireball stresses, there’s no limit to the number of tears needed, so losing fans should feel free to shed as many as they like for a “noble cause.”

While it’s all in good fun, the Crierball campaign follows a series of creative and fan-focused initiatives by Fireball. Earlier this year, its “Ignite Your Rivalry” campaign celebrated the intense loyalty of sports fans.

So, for those looking to memorialise the highs and lows of football season, Crierball promises a taste of pure rivalry, blending raw emotion with Fireball’s distinctive cinnamon flavour. Get ready to toast next season with a whisky that truly captures the spirit – and the tears – of game day.