SHS Drinks is launching ShoTTails, which it describes as the first canned RTD shot brand for the take-home market.
The range launches this month with Baby G, a vegan creamy coffee liqueur-style drink presented in a 125ml can containing two servings. It has an ABV of 14% and an RSP of £3.
The brand is designed to bring the shared ritual of drinking shots into at-home and other social occasions, including pre-drinks, barbecues, festivals and travel.
SHS Drinks said the launch responds to growing consumer demand for shots among younger adult consumers and increasing rates of at-home drinking. The company also pointed to continued growth in the canned cocktail category across both multiple and impulse retail.
Further flavours are planned as the ShoTTails range expands.
The launch will be supported by an Instagram campaign, experiential activity, POS materials and retail activation under the ‘Shake It. Crack It. Love It’ platform.
Alex Wilcox, Senior Brand Manager for New Ventures at SHS Drinks, said: “Today’s nights out are driven as much by momentum as location. The build-up, pre-drinks and spontaneous moments surrounding the main event can be every bit as social and memorable, yet few products have been created specifically for them. ShoTTails combines the excitement and theatre of shots with the convenience and accessibility of a canned cocktail, giving consumers a completely new way to enjoy a familiar ritual.”
