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Patco Brands-owned flavoured whiskey brand Dough Ball has unveiled its latest innovation, Birthday Cake Whiskey. The newest addition – which is 35% ABV – is said to blend the nostalgic flavour of sprinkled vanilla cake with a smooth, medium-bodied whiskey. Joey Parris, CMO at Patco Brands, said: "At Dough Ball, we're all about creating fun and innovative whiskeys that push the boundaries on flavour. We think we have accomplished that with Birthday Cake. It...makes you feel like every day is your birthday." Dough Ball first entered the flavoured whiskey category in 2021 with its cookie dough-flavoured spirit, and within a year the brand had expanded into over 30 US states, making it the fastest-growing flavoured whiskey brand in the country.

The spirit is available in select US retailers for an RRP of $26.99. This represents a wider trend of birthday cake-flavoured product innovations. This month, Sugarlands introduced birthday cake-flavoured cream liqueur, in January Bailey's expanded is porfolio with the launch of birthday cake truffles and last year, Warrior released a birthday cake- flavoured protein bar.