Fireball Whiskey Shows Off the Heat It Packs into a Box

In order to communicate the kind of punch that can be found in a bottle of Fireball Whiskey, a special three-pack box was designed.

The plain black packaging on the outside of the box doesn't reveal much, but the real surprise comes when a consumer opens the package to find a flame-covered interior. Looking like an explosion that can't be contained, this package cleverly reiterates how much the cinnamon whiskey "Tastes Like Heaven, Burns Like Hell."

Upon seeing a product with a name like Fireball Whiskey on the shelves, shoppers get the sense that this will be a drink with a spicy hot kick—but the flaming inside of the box really creates a visual for the wild whiskey experience.