Supplier SHS Drinks has announced it’s to break new ground this September with ShoTTails, described as “the market’s first canned ready-to-drink (RTD) shot brand,” bringing the flavour, ritual and sociability of a night-out favourite into the take-home channel.
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 and often becomes one of the occasion’s most memorable moments.
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 will debut 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 RRP of £3.40.
Further on-trend varieties are planned as ShoTTails develops into a broader range of innovative shot creations.
The launch responds to growing consumer demand for shots, underlining the format’s strong connection with shared, sociable occasions. Shots also over-index among young adults1, but the ritual has traditionally remained concentrated in bars and nightclubs.
Increasingly that dynamic is changing, with more consumers now regularly drinking at home, SHS said, creating a sizeable opportunity to translate familiar on-trade experiences into accessible take-home formats.
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.”
ShoTTails will target 18 to 30-year-old students and young professionals whose social lives move fluidly between home, venues and shared experiences.
The launch will be supported by an Instagram-led campaign that will put consumers at the heart of the brand, feet on the street experiential campaign, ROS drivers and point-of-purchase material. Its new Shake It. Crack It. Love It. platform will bring the product ritual to life, building awareness and encouraging trial.
With distinctive packaging, an accessible price point, further flavours planned and strong launch support, the brand has the potential to establish an entirely new take-home proposition.
Baby G will launch in the convenience channel from this month, SHS Drinks confirmed.
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