America loves Fireball. The cinnamon whiskey’s sales jumped from just under $2 million for bottles in 2011 to $61 million in 2013 (not including drinks sold in bars). The drink has “scorched its way into the top-10 most sold liquors in the U.S.,” according to the Wall Street Journal.

So it makes perfect sense that competitors Jack Daniels and Jim Beam are getting in on the fiery whiskey game.

Just yesterday, Jack Daniels dropped its newest product: Jack Daniel’s Tennessee Fire. According to the Lynchburg-based company, the 70-proof whiskey is “finely crafted with Jack Daniel’s Old No. 7 Tennessee Whiskey and blended with Jack’s very own red hot cinnamon liqueur—quenching whiskey fans growing thirst for a cinnamon-flavored whisky.”

As of last year, Fireball controlled roughly 80% of the cinnamon-flavored whiskey market, but Jack and Jim Beam hope to grab a share of the cinnamon-whiskey segment, which is a full-on trend at this point.

Can Jack Fire generate as much buzz among the cinnamon whiskey-loving Millennial set as Fireball has? So far, @JackFire has more Twitter followers (53.2K) than Jack Daniels Tennessee Honey (47.7K), which has been national for over four years. 

Fireball, on the other hand, has 78.9K followers and a whole lot of shout outs on Twitter and Instagram.





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