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Whisky maker says rival watered down fiery brand

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Fireball whisky

The company that makes and markets Fireball, a sweet, cinnamon-flavored whisky, is suing the manufacturer of a similar beverage, claiming the latter is watering down their infamous brand of Canadian whisky.

Metairie, Louisiana-based Sazerac Company Inc., which uses the slogan, “Tastes like heaven, burns like hell” for its 16-year-old Fireball whisky, according to the lawsuit filed in U.S. District Court in Kentucky on Wednesday.

It is claiming Auburndale, Florida-based Caribbean Distilleries L.L.C. infringed Sazerac’s marks and trade dress with its own cinnamon-flavored whiskey called Mad Hen — whose bottle is even similar to that of Fireball, the suit argues.

“Mad Hen is golden brown in (color), (cinnamon-flavored), and marketed in clear bottles of identical flask and featuring the same (color) combination as Sazerac’s ‘Fireball’ trade dress,” the suit said.

Among other requests, Sazerac is requesting preliminary and permanent injunctive relief, attorneys’ fees, and a jury trial.