Retailers asked to withdraw Fireball

Retailers stocking Fireball liqueur with cinnamon and whisky have been asked to remove the product from sale and prepare it for return.

The withdrawal follows the revelation that batches of the US formulation of Fireball were shipped to the European bottler. 

It complies with regulations in the US, Canada, Australia and other markets, but the recipe contains higher levels of propylene glycol than is permitted within the European Union.

UK distributor Hi-Spirits is overseeing the withdrawal on behalf of Fireball brand owner Sazerac. 

Chairman Jeremy Hill said: “On behalf of Sazerac, we sincerely apologise to all Fireball stockists and their customers. We have been working for the past few days with a public analyst and the FSA to ascertain which recipe had been shipped to the UK market, and regretfully, we have now been informed that a withdrawal is necessary.

“We deeply regret the inconvenience to our customers, particularly as we approach the busiest time of year for spirit sales, and we are committed to making sure the collection process, and in due course replacement with new stock, is undertaken efficiently and with the minimum of disruption.”

Stockists are asked to remove all SKUs of Fireball from sale and set the bottles aside for collection and return. Hi-Spirits will shortly send out a form for stockists to complete to advise how many cases of Fireball they have in stock and where they can be collected from.

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