It’s the cinnamon flavored, syrupy-sweet liquor that lives up to its moniker “Tastes like Heaven. Burns like Hell.”

So what’s the secret?  The drink, which tastes exactly like the Atomic Fireball candy, doesn’t resonate with cocktail snobs, but it has become the go-to shot for Millennials and is “synonymous with fun for young hedonists throughout the U.S.,” writes Businessweek.

Fireball has been targeting college towns like Nashville, Tenn. and Austin, Tex. by giving away free shots at bars and throwing contests in an effort to build up  following with young consumers. The brand has also enlisted the help of celebrities with large social media followings like Josh Harris of Discovery Channel’s “Deadliest Catch” to promote the liquor.

The brand is even creeping up on sales of Jägermeister, a frat party favorite of previous generations. The 80 year old German digestive saw $81 million in sales last year but it not growing in the same clip as its cinnamon-flavored competition.

One Austin bartender even declared, "Jäger is dead.”