WKD supplier SHS Drinks has unveiled Shottails, billed as a first-to-market canned shot brand.
Shottails was designed to bring “the flavour, ritual and sociability of a night-out favourite into the take-home channel”, the supplier said.
The first release – a 14% abv coffee liqueur called Baby G – will launch in Morrisons and convenience from September (rsp: £3.40/125ml).
Containing two servings in a “pocket-sized” can, Baby G was a “vegan, creamy coffee liqueur-style drink with a contemporary twist”, said SHS Drinks.
Further “on-trend” varieties were set launch in the coming months, it added.
It comes amid growing demand for canned pre-mixed drinks, with sales up 9.3% to £772.9m on volumes up 13.5% [NIQ 52 w/e 18 April 2026].
Traditionally, shots had a “strong connection with shared, sociable occasions”, and over-indexed with younger drinkers aged 18 to 30, SHS Drinks said, citing CGA data.
However, with the increasing proliferation of drinking at home, and the growing popularity of RTDs, there was a “sizeable opportunity” to bring the shot occasion into “accessible take-home formats”, it said.
“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.
“Shottails combines the excitement and theatre of shots with the convenience and accessibility of a canned cocktail, giving consumers a completely new way to enjoy a familiar ritual.”
The launch of Shottails will be supported by a campaign to build awareness and encourage trial. The ‘Shake It. Crack It. Love It’ push will be social-first, with broader activity across experiential, supported by PoS materials in stores.
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