Awful. If I were to have a cinnamon-flavored whiskey I'd rather have Jack Daniel's Fire. I like to say that Fireball is like... red hots and some whiskey. Jack Daniel's Fire is, however, whiskey and some red hots. Note the order I mentioned the words. You can tell Jack Daniel's Fire is whiskey, this crap is... well, crap. How it's called whiskey is anyone's guess.