Building fan-fueled excitement both on and off premise for Fireball.

Fireball asked G7 to design, create and manage an engaging activation as well as secure pouring rights in as many venue bars as possible. G7 designed a Fireball-branded outdoor environment where fans could play games and receive Fireball branded swag items such as beads, lip balm and temporary tattoos.

“This Is How We Roll” Tour with Fireball


Fireball Whisky wanted to hit the road with country music super stars and true Fireball fan’s Florida Georgia Line. Fireball asked G7 to design, create and manage an engaging activation at 90+ tour stops over a two year period on the 2014 This is How We Roll and 2015 Anything Goes Tours.


G7 designed a consumer engagement plan that allowed fans to hang out, play games, sample the product and win great Fireball swag.

Key Elements Included:

  • Design and fabrication of a 14’ x 14’ Fireball Tent and activation area where fans could engage with brand ambassadors and receive Fireball branded swag items
  • Construction of two Fireball inspired games including a football toss and a giant Fireball shot game
  • Fabricated a 7’ tall Fireball demon as a fan photo op with a CTA to post to their socials using #FireballLive hashtag to win Pit Passes for that nights show
  • Secured pouring rights as well as promotion through drink specials and POS wherever possible
  • Hired and trained all Fireball Brand Ambassadors to educate fans on the product


On average, G7 engaged with over 10,000 fans per night, distributing 3,500 pieces of Fireball branded swag and facilitated pouring rights and drink specials wherever possible.