Fireball Whisky Fans Can Wear ‘Hot Lids’ Hats To 150th Kentucky Derby



Fireball Whisky
Fireball Whisky is turning Kentucky Derby fashion on its head with the debut of its fiery red Hot Lids hats in lieu of traditional top hats and fascinators.
The Kentucky Derby, held annually at Churchill Downs Racetrack in Louisville on the first Sunday in May, has long been enjoyed by spectators donning elaborate hats and sipping whisky drinks, particularly the mint julep.
This year, which marks the 150th Kentucky Derby, Fireball is flipping the script with its famous cinnamon whisky and its equally spicy Hot Lids hats.
Fireball thrives by injecting fun where it has otherwise been missing, and famed events like a certain iconic upcoming horse race provide the perfect opportunity to bring that spirit to life, Danny Suich, Global Brand Director for Fireball, said in a statement. For 149 years (give or take), people have worn the same outrageous hats and drank the same boring drinks… until now. With Hot Lids, Fireball lovers can embrace their rebellious side by setting fire to old traditions and enjoying their favorite cinnamon whisky at the track or at watch parties across the country.
The launch of the Hot Lids coincides with the relaunch of Fireball’s Small Batch Dragon Reserve, a version of the brand’s classic cinnamon whisky that has been rested in premium charred oak for a more sophisticated whisky-shooting experience.
The Hot Lids come in two models: a ridiculously oversized top hat and a fancy fascinator. Both versions are engineered to not only match traditional race attire, but to secretly stash bottles of Fireball.
The top hat, inspired by Small Batch Dragon Reserve’s bottle design, is a bold red with black and gold embellishments set off by large feathers and exotic flowers. The hat is so large it can conceal an entire 750mL bottle of Fireball Small Batch Dragon Reserve.
The fascinator is an ornate red hat featuring black and gold embellishments, with plumage, flowers and bows. It also comes with secret compartments for discreetly holding multiple 50mL Fireball shooters.
The Hot Lids will be available for $24.99 at starting at 10 a.m. on April 19.
For fans looking for inspiration on how to pair their Hot Lid with traditional race day attire, Churchill Downs Racetrack this year published its first ever Kentucky Derby Style Guide in collaboration with fashion, beauty, and entertainment journalist Zanna Roberts Rassi. The style guide highlights both traditional and modern takes on Kentucky Derby fashion from longstanding brand partners including Longines, Radley London, Brackish, and more.
TMX contributed to this article.