SHS Drinks is expanding its footprint in the take-home alcoholic beverage market with the launch of ShoTTails, the UK’s first canned ready-to-drink (RTD) shot brand.

Designed to translate the spontaneous on-trade “shot moment” into at-home and pre-drinking occasions, the range debuts with Baby G, a 14% ABV vegan coffee liqueur-style canned shot.

Capitalising on the at-home drinking shift

The launch comes as SHS Drinks identifies a shift in UK consumer drinking habits, driven by rising demand for convenient, social, and premium RTD formats in the off-trade:

• The at-home occasion boom: with 67% of UK consumers now regularly drinking at home, SHS Drinks sees a clear market gap to bring the iconic venue shot ritual into off-trade settings, such as home gatherings, pre-drinks, BBQs, and festivals.
• Rapid RTD category acceleration: canned cocktails and premixes continue to see explosive growth across retail channels, surging 28% in multiples and 77% in impulse.
• High demand among young adults: shots over-index by 14% among 18-to-30-year-olds. Consumer research highlights that 34% of consumers prefer shots on a night out, 43% enjoy mixed-flavour varieties, and 32% order a tray of shots, proving the format’s strong connection to shared, social occasions.

Format innovation

ShoTTails bridges the gap between nightlife venues and pre-event socialising through a packaging concept for the debut variant. Baby G: A vegan is a creamy coffee liqueur-style RTD delivering a 14% ABV, packaged in a pocket-sized 125ml can that contains two servings.

The pocket-sized canned format enables shoppers to recreate the round-of-shots experience outside of traditional bars, with further trend-led flavour additions planned as the brand expands.

“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.”

Targeting 18 to 30-year-old students and young professionals, ShoTTails will be supported by a multi-channel campaign built around the brand platform “Shake It. Crack It. Love It.”