It does say 'whisky' on the label...followed by 'with natural cinnamon flavor.' It's clear from the first sniff that this is a one-trick pony: hot, fiery cinnamon. But is there whisky flavor in there? Fireball's as sweet as the liqueur proof would indicate, and as hot as advertised, and there's only a hint of whisky character under the fire. A novelty for tailgating; probably great in hot chocolate.