• by Teresa Buyikian , 5 hours ago

One fiery cinnamon whisky is tapping into the newfound popularity of romance and fantasy novels on TikTok for a hot new promo.

The brand has released Fireball Vanilla Smut Stash, a limited-edition collectible for Fireball Torch'd Vanilla, the whisky’s new limited-edition flavor. The Smut Stash, which is disguised as a steamy romance novel with red-and-gold detailing and the Fireball Dragon on its cover, has a secret compartment made to hold two 50mL bottles of Fireball Torch'd Vanilla.

“No one understands the appeal of a sweet, slow burn quite like Fireball,” said Danny Suich, senior global brand director of Fireball, in a release.  “Torch'd Vanilla, coupled with the rise of romantasy fueled by BookTok, gave us the perfect excuse to have some fun with two very different kinds of spice. Enter the Fireball Vanilla Smut Stash. Because the only thing better than a little literary fire is a whisky that packs the same heat.”

“Romantasy,” the combination of the romance and fantasy genres, has exploded in popularity in recent years, becoming a billion dollar category driven by BookTok social communities.

Fireball has tapped actor Antonio Cipriano, best known for his role in Prime Video's global series “Off Campus,” to help promote the Smut Stash via the brand’s TikTok and Instagram.

In real life Fireball will take over The Ripped Bodice, an all romance brick-and-mortar bookstore for two 21+ themed pop-ups. At the bookseller’s Los Angeles location on Oct. 14 and at the Brooklyn store on Oct. 27, Fireball will host after-hours parties, asking guests to “step inside the steamy world of the Smut Stash,” while sipping Fireball Torch'd Vanilla.

Fireball Torch'd Vanilla is the brand’s latest limited-edition flavor, blending vanilla, toasted marshmallow, smoky oak and warm baking spice with Fireball's cinnamon flavor.