• by Teresa Buyikian , November 22, 2024

Everyone’s family can be a bit too much over the holidays -- even Thanksgiving, when some practically incite violence over the turkey. For those times when you really just want to slap the sh*t out of someone, Fireball Whisky has something you can slap without the possibility of police involvement.

This week the brand launched a new holiday infomercial-style ad campaign, featuring the gift that keeps on giving: the “made for slapping” Non-Denominational Holiday-themed Drinkable Whisky Stocking. The red stocking is exactly what it sounds like; a Fireball-branded, stocking shaped bladder (reminiscent of the insides of boxed wine) with a spout at the tip, filled with 1.75L of Fireball Whisky, and  available for purchase at select retailers nationwide for $24.99.

The campaign, in :30 and :15 executions, created by Sazerac’s internal creative team The Shop, features the (fittingly named) comedian and influencer Hannah Stocking, highlighting the season’s woes, with the stocking being the solution. The ads currently run across social, digital and connected TV. The Non-Denominational Holiday-themed Drinkable Whisky Stocking

“The idea for the Fireball Whisky Stocking came from a Fireball survey that found nearly two-thirds of Gen Z and Millennials admitted they wanted to slap a relative during holiday gatherings—and who could blame them after hearing things like, ‘When are you getting a real job?’ or ‘Why aren’t you married yet?’,”  Danny Suich, global brand director for Fireball, told Marketing Daily via email. “We realized family holidays can get pretty wild, so we wanted to offer a playful, non-confrontational outlet for all that built-up holiday tension. For decades, drinkers have been slapping wine bags, so we thought—why not make it bigger, bolder, and way more festive with the Fireball Whisky stocking you can drink straight from instead.”

The brand’s survey, which it conducted via Talker Research in Oct. 2024, also found 55% of Gen Z-ers report they will likely prepare for family gatherings by stocking up on their favorite alcoholic drink, while 56% of millennials prepare for family gatherings in the same way. Gen Z and millennials are also the most stressed groups this holiday season, with more than half of both (56% and 52% respectively) finding family gatherings somewhat or very stressful.