Torching the Competition

Dragon mascot lights up liquor aisle

FIREBALL DRAGON | US
product category wine/liquor
POP type temporary | size 3 x 4 x 6
Contributing Shop! member: Rapid Displays
client Sazerac

Whether you love it or hate it, Fireball Whisky prides itself on leaving a lasting impression. The beverage brand is widely known for its boldly flavored products and contrarian spirit that never holds back.

This mindset also applies to Fireball’s marketing efforts. Unlike other large distilleries, Fireball does not rely on traditional media for growth; the brand has built its presence through grassroots marketing at bars and retail stores. Even today, the distiller works hard to make its presence known in stores.

Bringing the celebrative attitude of Fireball in-store takes effort. To make a strong impression, Rapid Displays focused on incorporating Fireball’s iconic dragon into a fire-breathing display that brings the brand’s imagery to life.

To construct the fierce creature, the design team used E-Flute litho printed four-color to engineer a solid structure for the body and tail, and B-Flute litho printed four-color for additional components of the body. Rapid Displays also curled a piece of PETG plastic with a loose die-cut in a semi-curved shape to make the flame. The firm then printed the flame texture, adhered it to plastic, and allowed the fire to breathe out of the dragon’s mouth. 

The display made brand history, being the first of its kind to bring a fire-breathing dragon to life. It also proved a big success: With the help of this display, Fireball continued its meteoric rise in 2018. The brand grew its revenue by 6.5%, selling nearly 4.9 million cases.