We’ve all tried Fireball Cinnamon Whisky.  The Amateur Alcoholist even makes sure to always have a bottle on-shelf.  It’s wildly popular, equally drinkable, and hits a sweet spot for ready-to-go shots of something ridiculously drinkable.

But Fireball’s growth really is something to behold.  Using grassroots marketing and some on-premise sales tactics that other big boys may frown upon (promoted drinking contests, anyone?), Fireball has grown from “Dr. McGillilcuddy’s Hot Cinnamon Fireball Whisky” to a top-ten US selling spirit.  Fireball eclipsed the 4 million case mark last year, leading the $247 million Cinnamon Whiskey category, which is still growing strong with a 90% increase in 2014.

And major competitors don’t want to miss the boat, having launched their own cinnamon variants.  The Wall Street Journal takes a look at the moves Jack Daniel’s and Jim Beam are taking to try to challenge Fireball’s market dominance.

To read more, view the full article here