At least in Wilmington. As the Wilmington Star-News reports:

“Fireball is a more affordable specialty shot. A lot of the business we used to have with something like Jagermeister or products in the $20-24 range have shifted down to $13.95 for Fireball,” [New Hanover ABC Acting Assistant CEO Gary] Cain said. “We’ve seen that cycle before. Something will be really hot for a while and if their price point is not favorable for us, we do suffer a bit.”

Sales of Fireball nationally have nearly tripled since 2012.