Early Times has decided to take a step away from its whisky production to create something completely new – a hot cinnamon liqueur with a taste of whisky, which it is calling, Fire Eater.
Fire Eater liqueur, which can be enjoyed by itself, as a shot or part of a cocktail recipe, is said to have a warm cinnamon taste with a smooth whisky character.
Decorated in carnival red and white stripes, Fire Eater liqueur is fun and full of character, evoking a mixture of emotions relating the excitement of the big top and experiencing something new and mysterious. But thanks to its square, stout bottle it still harks back to its underlying roots and flavour – bourbon whisky.
Speaking about the new Fire Eater liqueur, Therese McGuire, Brand Manager for Early Times, said: “With Early Times Fire Eater we wanted to deliver a level of curiosity and fun while ensuring the taste consumers have come to expect from Early Times.
“One look at a bottle of Early Times Fire Eater and you’re taken back to a time when carnivals would travel the country bringing astonishing acts of amazement to the community.
“Building on the theme of curiosity, vivid carnival imagery and language are used on the packaging for Early Times Fire Eater. A silhouette of a carnival barker with an uplifted cane invites one to ‘step right up’ while the side panel warns ‘it is not for the timid’ for a lighthearted approach to this exciting product.”
To help consumers appreciate the experience more, Early Times has created two cocktail recipes for Fire Eater – the Elephant Man and Stilt Walker.
Early Times Fire Eater will enjoy a limited release in the US initially, rolling out further into more US territories throughout 2012. RRP for a 750ml bottle will be around $15.99.