• by Teresa Buyikian , Yesterday

As an increasing number of flexing gym bros overtake socials, Fireball’s latest Father Day campaign is celebrating those dads who have traded working out for less athletic pursuits.  

The cinnamon-flavored Canadian whisky-based liqueur has released the Fireball Dad Bod Whisky Fanny Pack, described by the brand as “a shockingly realistic, ready-to-wear tribute to the iconic build once earned through corny jokes and elite grill skills.”

The limited-edition bag is imprinted with a photorealistic image of a hairy, obese beer (or should we say whisky?) belly, complete with a “Fireball” tattoo In Old English type surrounding the belly button. But the appeal of the bag, outside of the obvious support of the doughy dad bod, is what’s inside. It comes “pre-loaded” with a hidden pouch filled with 1.75 liters (about 35 shots) of Fireball, along with a built-in spout for serving. 

“For the past couple of years, perfectly good dad bods have been mysteriously disappearing in favor of high-protein diets and gym selfies,” says Danny Suich, senior global brand director for Fireball, in a release. “It's time to reclaim the spotlight. The dad bod is back, and nothing commands a room like 35 shots of Fireball strapped to your waist and a sudden surge of main character energy.”

A :30 spot promoting the bag, seen here, features reality stars Austen Kroll and Salley Carson, best known for their fiery exchanges and on-and-off-again relationship on Bravo’s “Southern Charm.” The PSA-style spot laments the decline of the Dad Bod, with Kroll (with his “certified” dad bod) and Carson urging viewers to save the “endangered” dad bods through purchasing the fanny pack.

The bag is available at FireballDadBod.com via Flaviar for $24.99 beginning at May 22 when the first drop goes live. A second drop is scheduled for June 10. The first 200 purchasers will also receive a Fireball “I Love Dad Bods” bumper sticker. A limited number of bags will also be available at retailers nationwide beginning in June.