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Blog: The Heat Is On! Fireball UK Recruiting New Brand Ambassadors

Fast-growing spirit Fireball is in the market for new, aptly named, Chief Fireball Officers (CFO) to help spread the word. In a very different brief to the standard brand ambassador role, a "typical" day at the office will see the CFOs engage with Fireball fans in key bars, nightclubs and music venues, as well as providing support at festivals and events around the UK.

The new recruits will join current brand ambassador Matt Reynolds on the Fireball circuit. Matt currently combines the role with playing in several live rock bands, and with the role typically requiring a three day a week commitment, the new CFOs will also have time to indulge other pursuits.

The spicy cinnamon flavour of Fireball makes it a popular bar call as part of a big night out, with the brand over-indexing amongst 18 to 25-year-olds, and growing its share of the shot market in the UK on-trade. Fireball has been in double digit growth for the past five years in the UK, and is one of the world's fastest growing spirit brands.

The brand has a strong affinity with live music, with December 2018 seeing the third annual Fuelling The Fire Tour of O2 music venues around the UK, with bands in this year's live line-up including Flogging Molly, The Bronx, Face to Face and Fireball's Hottest Band for 2018, Lost in Stereo.

James Pattison, Fireball UK brand manager with UK distributor Hi-Spirits, said: "Most spirit brands will look for ambassadors who can deliver tastings and masterclasses as part of their daily routine, but our new Chief Fireball Officers are far more likely to be out front ensuring that customers are having a big night out and creating long-lasting and meaningful relationships with venue bar staff, than making drinks behind the bar.

"In fact, a CFO might be a musician like Matt, or in another walk of life such as a tattooist, barber or skater. It's a hands-on, all-in, get involved role, and needs a larger-than-life character to take on the challenge. As we continue to expand Fireball's presence in bars, gigs and events across the board, this is a unique, and well-paid, opportunity for the right person."

To help with the recruitment drive, Matt Reynolds will be appearing in a series of short films on social media spotlighting the CFOs' duties.

He said: "When I approached Fireball UK to work as their first brand ambassador, I was genuinely a fan of the brand, with one foot in the bar industry and the other planted firmly in the UK's underground DIY music scene.

"What has followed over the past year is a ride that I absolutely couldn't have predicted. I've travelled up and down the country meeting people passionate for the brand. I've partied at tailgate frat parties after college football games in the States and at one point I even took a cab ride around London with one of my favourite bands, asking them daft questions and finally holding up traffic outside of Abbey Road Studio to get ‘that' photo on the zebra crossing.

"Hi-Spirits and Fireball remain more supportive and encouraging than any other employer I've been lucky enough to have. Heading for that interview was one of the best career and life decisions I've ever made!"

Anyone who thinks they have what it takes to be the next Chief Fireball Officer should head over to and follow the steps to apply

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