SHS Drinks will break new ground this September with ShoTTails, the market’s first canned 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, 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. 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, particularly among 18 to 30-year-olds. Some 34 per cent of consumers say they prefer shots on a night out, while 43 per cent enjoy mixed-flavour varieties and 32 per cent order a tray of shots, underlining the format’s strong connection with shared, sociable occasions. Shots also over-index by 14 per cent among young adults, but the ritual has traditionally remained concentrated in bars and nightclubs.
Increasingly that dynamic is changing, as 67 per cent of consumers now regularly drink at home, 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 per cent in the multiples and 77 per cent in impulse. ShoTTails brings these trends together in a proposition that is unique within the take-home market yet immediately recognisable to consumers.
“Today’s nights out are driven as much by momentum as location," said Alex Wilcox, Senior Brand Manager for New Ventures at SHS Drinks. "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.”
Already generating an exceptionally positive response from the trade, 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 our consumers at the heart of the brand, feet on the street experiential campaign, ROS drivers and point-of-purchase material. Its “Shake It. Crack It. Love It.” platform will bring the product ritual to life, building awareness and encouraging trial.