Shooters and shots are a marketer's dream. Ben McFarland explores how this burgeoning sector has become the fastest-growing drinks category in the UK.
There are few drinks currently going down better in the UK's pubs and bars than shooters and shots.
On a Friday or Saturday night, when many people are looking to unwind - and unwind quickly - there is, as those marketing people say, a "recognised drinking occasion".
These occasions arise when people are not interested in sipping a glass of chardonnay or savouring a pint of Old Peculiar, but want to let their hair down, release their inhibitions and, as those marketing people rarely say, "get very drunk with their mates".
This fact has not been lost on drinks companies who have come to recognise that good things do indeed come in small packages. The emergent shot market is the fastest-growing drinks category in the UK, currently worth an estimated £35m and is growing at a rate of 56 per cent.
With little sign of the trend slowing, manufacturers are jumping aboard the bandwagon and coming up with a host of new concepts.
The days when a sprinkle of salt, a sharp blast of tequila and a face-contorting slurp on a lemon was the only option for shot aficionados are long gone.
In 1997, Maxxium UK set the ball rolling with the launch of After Shock Red, a "hot and cool" (whatever that means) cinnamon liqueur, following it up last year with After Shock Blue, a "deep cool" (whatever that means) citrus liqueur.
With an ABV of 40 per cent, After Shock became a heavyweight favourite in young people's venues (YPV) and other party destinations. However, in more conservative circles it was blamed for encouraging irresponsible drinking and promoting hedonism a little too overtly.
Despite a wrist-slapping, After Shock still commands a 71 per cent share of the down-in-one market, not including tequila - although it has no doubt benefited from tequila's move away from the shot market towards the long drink sector.
"The category is still in its infancy but will continue to grow - we treat it as a long-term proposition," said Emma Scarratt, senior marketing manager for After Shock. "After Shock is actively promoted as a shooter drink - its all about the rollercoaster sensation of having the heat of After Shock Red and the coolness of After Shock Blue," added Emma without clarifying whether a double dose of After Shock is designed to replicate the nauseous sensation of a ride on the big dipper after five pints!
The premium end of the market has a number of other speciality spirits that are principally marketed as single shots such as UDV's golden-flaked Goldschlager, Jagermeister and Tuaca. Bacardi-Martini threw its hat into the ring last year with the launch of Metz 40 (pictured being enjoyed by Big Brother's Josh), promoted solely as a down-in-one complement to the premium packaged spirit (PPS) parent brand.
"With Metz's sales in the PPS category we thought that there was an opportunity to add credibility to both the parent brand and the shooter category which is why we went for the higher ABV," said Nick Hunt of Bacardi-Martini.
In December of last year, Bulmers opened up a new shot category when it released its Sidekick range. Customers and trade welcomed the lower ABV of 20 per cent and the five-flavour range is now officially the UK's fastest-selling shot.
Since its release, Bulmers has sold over 25 million shots into the market and much of its success has been attributed to its unique patented 30ml PET "shot" glass that sits on the side of a standard glass or the top of a bottle and comes complete with a plastic lid making it easy to carry away from the bar.
Ward Paumen, assistant brand manager for Sidekick, said: "The patented shot glasses are designed to encourage consumers to buy Sidekick in addition to a usual round."
He suggested that the design helped publicans to understand the extremely attractive profit margins(around 75 per cent) that the shot market brings.
"It is essential to get the message across to publicans that products such as Sidekick are purely incremental, there's no cannibalisation and lots of profit," added Ward. Effective point-of-sale material is especially significant in the impulse-driven shot sector.
Andy Curtis, partner in the Raceday company which owns the Old Crown and Deux Beers - two London pubs that specialise in the shooter market - added that encouragement from behind the bar is also key. "The barstaff are everything," he said. "If a big group comes in someone behind the bar is allocated to make sure they're having a good time and often has a drink with them - if a female challenges a bunch of lads to a shot, they're rarely going to turn it down."
Both venues have a list of no fewer than 100 shooters, all of which boast smutty and innuendo-laden titles such as Pirates of Men's Pants, Love Potion and the Bucking Bronco (watch out for its kick), all of which are sold for a uniform price of £2.30, and uniform GP margin of 100 per cent.
The "wheel of misfortune" mounted behind the bar complete with flashing lights acts as an extension to the list and adds to the high-octane occasion, as does the legion of pretty young things that could sell snow to the Eskimos if asked.
If the temperature needs raising further, then turn to the increasing number of alcoholic jellies now available.
The Bad Jelly Company, based in London's Haggards Brewery, has seen sales soar since it was formed four years ago, currently selling more than 50,000 a week.
Barnaby Richardson, marketing manager for Bad Jelly, said: "The fact that our product is solid is our unique selling point and people often do cleavage shots and belly shots!"
Willis Publicity, based in Harpenden, recently launched a single-use "Kryptonite" shooter glass that glows in the dark for up to eight hours when it reacts with liquid. Meanwhile, Inspirit Brands has just launched a branded twisted shot glass to accompany its Opal Nera Sambuca, allowing two spirits to be poured into one glass.
Whether the shooter and shot market retains its rate of growth remains to be seen but (as those marketing people say) why not make hay while the sun shines.
Layering your shooters
A layered shooter is a great way to boost takings, improve sales of the more obscure spirits on the back bar and more importantly, impress your customers with your sleight of hand and dexterity! The greater the difference in the drinks' specific gravities, the better. Start with pouring the heavier spirit into the glass. Then rest the rounded part of a spoon against the inside of the glass. Pour the lighter spirit slowly onto the spoon so it runs down the inside of the glass and layers smoothly.
Promotion tips
- use peer pressure - get one person in a group drinking shooters, and they'll all be at it
- offer 'bulk discounts' to encourage the groups.
- if yours is the sort of outlet that puts up lists, make sure it's prominent and make full use of POS material
- get the barstaff to suggest drinks
- reduce the price of a round of shooters if bought with a round of beer or cocktails
- be imaginative and encourage staff to come up with