Jägermeister has begun an initiative inviting retailers to change the way they think about spirits to drive growth in the category.

’Give it a Shot’ will be communicated by the Jägermeister sales force and feature advice such as creating a ‘party shelf’ in the alcohol fixture, and stocking fractionals.

According to Jägermeister, if the off trade was to increase its sales in the shot market to even half that in the on trade, it would create a £224m opportunity for retailers.