Coors Brewers aims to cash in on the craze for shots with a new launch.
Screamers will hit shelves at the end of this month in five flavours, including purple' and blue' ­ named after the colour of the individual packs.
The 20% abv vodka-based drinks will be sold in sealed 25ml plastic shot glasses, a format which Coors says is growing the shots category.
Coors' director of marketing and international development, Mark Hunter, said: "Shots drive incremental sales as an additional purchase to regular drinks, offering retailers great profit potential."
Coors will join the likes of Bulmers in the sector where, according to the brewer, sales of shots increased by 49% last year.
Bulmers plans to defend its position in the market with a £600,000 marketing campaign for its Sidekick product.
The company plans to plaster 4,000 posters on city billboards.


close to stores selling the shot brand.

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