• by Teresa Buyikian , July 30, 2024

One hot whisky brand has embraced the sacred union of matrimony in a decidedly spicy way.

Today Fireball Whisky launched the Fireball Garter, described by the brand as it’s “first official contribution to matrimonial merriment” (perhaps hinting at more branded wedding merch to come?). The red lace garter holds a secret surprise for grooms, which they will only discover during the garter toss at the reception: a specially made pocket that’s sized for a 50ml shot bottle of Fireball.

"Fireball is committed to rewriting the rules and setting fire to traditions one shot at a time, and weddings are no exception," said Danny Suich, global brand director for Fireball in an announcement. "Weddings light up when Fireball's involved, so we thought it was high time we ignited a part of the party that was begging for something a little extra: the garter toss. We're excited to see brides and grooms surprise their partners with something fun and unexpected that's sure to be remembered for years to come."

The brand touts that the alcohol-supporting garter is also great for non-brides, as it can “be worn under any formal wear.” It comes in two sizes, a small-to-medium and large-to-extra-large, and is available beginning Aug. 2 for $11.99 at FireballWhisky.com while supplies last.

The garter is being promoted via Fireball’s Instagram and Facebook accounts.

The sweet cinnamon-infused whisky, with the tagline “Tastes like heaven. Burns like hell,”  has been an infamous favorite of college shot taking students nationwide since its inception in 1984. Fireball has a lower alcohol content with 66 proof, verses most whisky, which is typically between 86 and 100 proof.  The logo, a fire-breathing dragon, is featured on most of the brand’s merch, including a golf club with slots for Fireball shots, an acoustic guitar, dog bowls, hats, flip flops and tailgating gear, among many other items.