Fireball Whisky Offers ‘Epic Senior Discount’ To Anyone Born Before 1935 — Here’s How to Apply

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On Monday, Fireball Cinnamon Whisky toasted the Greatest Generation with its most unexpected campaign to date. From now until the end of the month, anyone born on or before 1935 has the chance to win a lifetime supply of flavored whisky —  a so-called epic senior discount for "elders who don't just raise glasses, they raise hell, too." The entry requirements are simple. Visit the brand's website and fill out the necessary information to nominate your favorite nonagenarian. If you're technology averse, the brand is also fielding physical applications mailed to the Sazerac Company headquarters in Louisville, Kentucky. Either way, applicants will have to answer how they or their nominee "keep the mischief alive" at 90 plus. The sweepstakes are open from March 24 until March 31, which incidentally happens to be the 90th day of the year.

"We’ve seen them all over social, we’ve heard directly from the source, and we can confirm one undeniable truth: senior citizens love Fireball," Danny Suich, Global Brand Director for Fireball, said in a news release. "And who are we to argue with their years of wisdom? After all, they were born right as Prohibition was ending and have been breaking barriers and bringing the heat ever since. It’s time to celebrate the 90+ crowd, the party royalty who never stopped turning up.”

The exact inspiration behind the campaign remains a mystery. However, if we had to guess, it may have something to do with a viral video titled "Watch Grandmas Try Fireball Whisky for the First Time" that's racked up 5 million views and counting over the past decade. The campaign is the latest in a long, long line of irreverent marketing stunts from the Canadian whisky giant. Apart from in-your-face cinnamon flavor, these cheeky promos are arguably the defining quality of the brand. In October, Fireball commemorated football season with a 66-proof whisky literally distilled from the tears of rivals. The release promises to be as outrageous as it is elaborate, recruiting help from uniformed "Fireball Tear Collectors" who gathered loser's teardrops at football games throughout Georgia, Texas, Illinois, Pennsylvania, Alabama and Ohio at the end of last year. Other stunts have taken the form of ridiculous merch drops. Over the years, fans have been invited to partake in Fireball lingerie, “drinkable” Fireball golf clubs, Fireball shoes, bright-red Fireball lipstick and even Fireball caviar (not made with actual fish eggs, in case you were curious). [callout-app-promo]