Fireball Whiskey Drinks or Fireball Cinnamon whiskey has been pulled out from shelves across Europe due to one ingredient. The 33 percent proof drink that is known to 'burn like hell' has been recalled in Sweden, Norway and Finland because of its high content of antifreeze ingredient known as propylene glycol.
The widely popular cinnamon-flavored drink was recalled in three countries after a batch of the whiskey which is supposed for North American consumers were shipped to Europe. According to Fireball Whiskey manufacturer Sazerac, press release, the said batch with higher levels of propylene glycol was delivered to European countries.
The North American Food Regulations claims that the fireball whiskey drinks does not meet the criteria of European Union as the said whiskey has higher propylene glycol content and does not meet the standard which led to breech of the regulatory levels of the additive.
Sweden, Norway and Finland had asked the recall of the batch of Fireball Cinnamon Whiskey which does not comply with the European regulations. The maker of the whiskey is doing its best to shipped back the all the drinks which didn't meet the specification, according to Finland state alcohol monopoly.
Fireball whiskey drinks, which claims it 'tastes like heaven, burns like hell' has been popularized in the United States leading to expansion to other boundaries, to Europe. It is regarded as 'the most popular shot for college students' by Total Frat Move, a fraternity news website.
According to Bloomberg Businessweek, Fireball whiskey drinks are amongst the most successful brand of liquors in many years. Its revenue rose from $1.9 million to $61 million from 2011 to 2013 in the US. It even surpassed sales of Jameson Irish whiskey and Patrón tequila.
One ingredient in Fireball whiskey drinks which is propylene glycol (PG) according to CDC is classified as "generally recognized as safe for use in food. It is used to absorb extra water and maintain moisture in certain medicines, cosmetics, or food products. It is a solvent for food colors and flavors."
Fireball Cinnamon Whiskey in the US, claims up to 50 grams per kilogram propylene glycol are permissible to be used while In Europe, 3,000 milligrams per kilogram is the maximum level of the additive allowed.
