Ice Co Shot Glasses

The Ice Co has launched a limited-edition pack of shot glasses exclusively in to Tesco.

The glasses, made entirely of ice, will be ranged alongside party food in the freezer aisle. They rolled out this week to 600 stores (rsp: £2/10).

The NPD would “bring a further element of fun to the ice and alcohol categories” said Ice Co marketing manager Ginny Durdy.

To mark the launch, brand has partnered with Jack Daniel’s Fire for a social media push to play up “the relationship between fire and ice”.

The Ice Co has also collaborated with Facebook page ‘It’s Gone Viral’ on a video that Durdy claimed had passed 40,000 at the time of writing.