The shots range, formerly Hot Shot, is called Reloaded Shot. A new look highlights its main ingredients of vodka, caffeine and taurine. Press ads with an urban theme will be aimed at 18 to 24-year-olds.
Richard Clark, Halewood marketing controller, said innovation was needed to sustain momentum despite the shots market growing at 8%.
Reloaded Shots is available in 7cl four-packs (£ 3.99) and 35cl bottles (£4.99).