GBL International has increased its presence in the expanding shots and shooter market with the launch of a new down-in-one concept.
VK Vodka Slammas, a four flavoured pre-packaged range of vodka shots with an ABV of 22 per cent, is set to boldly compete with Sidekick from Bulmers at the less potent end of the shot market.
The new concept is available in apple, lemon, orange and pear flavours and is packaged in 30ml shot glasses which according to Steven Perez, founder of GBL International, are designed for consumers to keep.
"The idea is that you drink the Slamma and 'nick' the glass and that's what we are encouraging them to do," he said.
"The shot market is currently worth £35m and is growing at a rate of 56 per cent every year so the demand for shooter products is huge. The public requested a variety of flavours that are easy to drink in a shot and they also wanted to drink out if a glass, which gives the product a more premium feel."
Sidekick, a pre-packaged down-in-one brand designed to sit on the side of a glass or top of a bottle, was the highest entry in this year's Publican Brands Report while one of the fastest growing brands was the market leading After Shock brand.
The introduction of VK Slammas comes hot on the heels of its Fire & Ice brand, a dual flavoured 40 per cent ABV concept positioned squarely against After Shock in the premium shooter sector.
A heavyweight marketing campaign and a point-of-sale kit including T-shirts, balloons, mobiles and posters will accompany the launch.
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VK Vodka Kick owner launches range of bottled shooter drinks (10 December 2001)