In 2011, Fireball accounted for a mere $1.9 million in sales in U.S. gas stations, convenience stores, and supermarkets, according to IRI, a Chicago-based market research firm.

"[1] In 2012 and 2013, the product had a surge in popularity, which the company achieved by using social media, cultivating bartenders, word of mouth, and a relatively small advertising budget.

that the sharp increase in sales early in its resurgence (late 2011/early 2012) can be attributed to a grass roots effort by Beer Can Alley, a Des Moines, Iowa Country bar.

[8] In 2016, Bloomberg reported that with estimated sales of at least $150 million in 2015, the brand had overtaken Jägermeister in popularity to become the top-selling liqueur in the United States.

[19] The company responded by saying the product was "perfectly safe to drink" and called it a "small recipe-related compliance issue" related to the difference in regulations between the North American and European markets.

[23][24] In early 2012, the Sazerac company sued Hood River Distillers over the allegedly confusing trade name and marketing of its product, SinFire Cinnamon Whisky.

[29] In January 2023, the Sazerac company was sued by a consumer for fraud and misrepresentation over their non-whisky "Fireball Cinnamon" products, which are malt-based.

According to the lawsuit, the "Fireball Cinnamon" packaging and appearance are nearly identical to the flagship whisky product in order to confuse consumers.