SHS Drinks introduces ShoTTails ready-to-drink shots

SHS Drinks has introduced ShoTTails, described as the market’s first canned RTD shot brand.

At the heart of the brand is the ‘ShoTTails moment’ – the spontaneous arrival of a round of shots that brings friends together in a shared ritual. The canned format is designed to recreate that experience beyond bars and nightclubs, whether at home, during pre-drinks, on a journey, at the beach, or at a barbecue or festival.

The range is debuting with Baby G, a vegan, creamy coffee liqueur-style drink with a contemporary twist. Presented in a pocket-sized 125ml can containing two servings, Baby G has an abv of 14% and an rsp of £3.40. Further on-trend varieties are planned as ShoTTails develops into a broader range of shot creations.

The launch responds to growing consumer demand for shots, particularly among 18 to 30-year-olds. Some 34% of consumers say they prefer shots on a night out, while 43% enjoy mixed-flavour varieties and 32% order a tray of shots (CGA by NIQ), underlining the format’s strong connection with shared, sociable occasions. Shots also over-index by 14% among young adults (CGA by NIQ) but the ritual has traditionally remained concentrated in bars and nightclubs.

Increasingly that dynamic is changing, as 67% of consumers now regularly drink at home (CGA by NIQ), creating a sizeable opportunity to translate familiar on-trade experiences into accessible take-home formats. Canned cocktails are already benefiting from this shift, growing by 28% in the multiples and 77% in impulse (Nielsen). ShoTTails brings these trends together.

Alex Wilcox, senior brand manager for new ventures at SHS Drinks, says: “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.”

ShoTTails will be targeted at 18 to 30-year-old students and young professionals. The launch will be supported by an Instagram-led campaign, a ‘feet on the street’ experiential campaign, rate-of-sale drivers and point-of-purchase material. The brand’s ‘Shake It. Crack It. Love It.’ platform will bring the product ritual to life, building awareness and encouraging trial.