SHS Drinks, the brand owner and distributor behind WKD, Bottlegreen, and Shandy Shack, has introduced Shottails, a first-to-market ready-to-drink (RTD) canned shot brand designed to bring the energy, ritual, and social dynamics of on-trade shot consumption into the retail take-home channel.
The brand's debut SKU, Baby G, is a 14% ABV vegan, creamy coffee liqueur-style drink presented with a contemporary flavour twist. It is scheduled to roll out across Morrisons supermarkets and independent convenience channels from September 2026 at a recommended retail price (RSP) of £3.40 per 125ml can.
Each pocket-sized 125ml aluminium can contains two 62.5ml servings, targeting pre-drinks, social gatherings, and spontaneous at-home consumption occasions.
The launch capitalises on substantial momentum within the UK RTD and pre-mixed drinks market, where canned formats have expanded 9.3% in value to £772.9m on unit volumes up 13.5% (NIQ data).
According to CGA on-trade research, the shot category over-indexes heavily with younger adult consumers aged 18 to 30. SHS Drinks identified a significant whitespace in translating this high-margin on-premise ritual into accessible, single-serve retail packaging.
Key launch and product attributes include:
☕ Baby G Formulation: 14% ABV vegan, creamy coffee liqueur-style serve crafted for smooth consumption
🥫 Dual-Serve Can Format: 125ml single-can containing two standard shot portions for sharing
💷 Commercial Pricing: Positioned at an RSP of £3.40 per unit across grocery and convenience chillers
📈 Pipeline Expansion: Additional on-trend flavour varieties scheduled for release in subsequent phases
The nationwide rollout of Shottails will be backed by an integrated, social-first consumer campaign titled "Shake It. Crack It. Love It", supported by experiential sampling activations and dedicated point-of-sale (PoS) merchandising units for retail partners.
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