Shank it, Slice it, Send it. Fireball's Got Dogs For That.

This June, cinnamon-scented golf balls and four-legged "caddies" (yes, real dogs) spice up the fairway – because with Fireball Retrievers on the job, golf snobbery is out, and every shot is a good time.

LOUISVILLE, Ky., June 16, 2025 /PRNewswire/ -- Who let the dogs out? Fireball did - straight onto the fairway to take the pressure off perfect swings and strict rules in a bid to help pros and hackers alike keep their eye on the [golf]ball - literally. Say goodbye to country club snobbery and meet the Fireball Retrievers, four-legged "caddies" trained to sniff out and recover golfers' cinnamon-scented Fireball golf balls when a tee shot or fairway swing sends them deep into the ruff. Slice a shot? Who cares. Shake off the shame, sneak in a shot of Fireball in the trees, and maybe even earn a tail wag for your "effort."

On June 27, leading U.S. shot brand Fireball is crashing the course at White Pines Golf Club in Bensenville, IL, turning a casual day on the course into a rule-breaking adventure. Enter the Fireball Retrievers: a pack of elite canines trained to sniff out cinnamon-scented golf balls should a shot – or two - go rouge.

"Let's admit it - golf can take itself a little too seriously at times. Imagine, you show up to the course thinking it's going to be a chill day with friends — then one shanked shot later, you're red-faced, and digging through the woods for your dignity (and your golf ball)," said Danny Suich, Global Brand Director for Fireball. "At Fireball, we don't do boring. We don't care about your scorecard. We're here to help you toss the golf rule book in the trash and hand you the best caddy you've ever had – one who fetches your golf balls so you can focus on the shot that really matters – a shot of Fireball."

Beginning June 20^th golfers can book a round where your slice meets spice at the Fireball Hole – only at White Pines. Visit their standard reservation site at whitepinesgolf.com/teetimes to lock in your tee time. On game day, participants will get a Fireball cinnamon-scented golf ball to use at the designated hole. If the shot goes sideways, the FireBall Retrievers will hunt it down. Once they find the ball, they'll sit and bark until the duffer arrives. No judgement. Just barks.

Already professionally trained in scent detection, these Golden Retrievers from Dog Training Elite pivoted their professional skills to take on the cinnamon fueled side hustle. Using scent drills and cinnamon-scented training aids, they've prepared for their latest mission: patrolling the [East/West] course from 10 a.m. to 2 p.m., while winning over unsuspecting golfers one sniff at a time.

Can't swing by? No worries—you can still light up the golf course with your fore-legged friend! Starting June 27, limited-edition Fireball cinnamon-scented golf balls will be available at FireballWhisky.com/Retrievers for $1, the same suggested retail price as a Fireball shooter. Dog not included. Training tips from the pros at Dog Training Elite can also be found at FireballWhisky.com/Retrievers.

Visit FireballWhisky.com to learn more about the Fireball Retrievers, and stay up to date on all things Fireball by following @FireballWhisky on Instagram and Facebook.

About Fireball  
Fireball is known to ignite any occasion – from a round of golf to happy hour and everything in-between. Made using natural cinnamon flavor, Fireball is best enjoyed straight up as an ice-cold shot. Guaranteed to taste like heaven and burn like hell – what happens next is up to you. For more information, visit https://www.fireballwhisky.com/.

Please Drink Responsibly. Whisky with Natural Cinnamon Flavor. 33%/Alc/Vol. Produced by Sazerac Company, Louisville, KY

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SOURCE Sazerac