Jack Daniel`s Fire is a mix of the old sour mash  cocktails infused with hot spices and cinnamon.

It is also called Jack Daniel`s Cinnamon and is packaged in a bottle that`s similar to the Jack Daniel`s Old No. 7.

Jack Daniel`s Fire has a 40% alcohol volume and has red as the dominant colour on its packaging,the colour gives an idea of the red hot cinnamon and fiery spices used in its production.

It was first released into the US market in early 2014,

Fairly new in the Kenyan market,Jack Daniel`s Fire is slowly but steadily gaining popularity among the whisky enthusiasts.The reception of the new drink may be because of the admiration and popularity that the Jack Daniel`s brand already enjoys in Kenya and beyond.

The introduction of new alcohol brands in Kenya is a tedious and uphill task which consumes a  lot of resources and time.This is largely due to the conservative nature of the consumers and prevalence of big brands that have been around for quite some time.

Consumers prefer to buy drinks from brands that they are familiar with or have at least heard something about.

Big brands therefore have an easier time when they introduce new brands while new entrants mostly bow out within the first two years of introducing their new drinks.