Sales of Sazerac's Fireball Cinnamon Whisky have nearly tripled since 2012, making it one of the most popular offerings at bars and restaurants that carry the spirit, according to a Restaurant Sciences survey. Rather than a traditional marketing approach, Sazerac uses a grass-roots social media method to market its product to bartenders, who offer the flavored whiskey to patrons as a shot or in mixed drinks made with recipes from Fireball's social media pages.

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