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Shots

SHOTS are worth £691.2m and growing at +12%

Down

Shots volume % share by CDOS

18,10,16,29,15,12
  Sports & Social
11.8% (+1.0%)
  Premium
Food & Drink
15% (+0.4%)
  Party Space
29.5% (-2.6%)
  British Pubs
17.8% (-0.4%)
  Mainstream
Eating
9.9% (+1.4%)
  Modern Drinking
& Leisure
15.9% (+0.2%)
Source: CGA Strategy Brand Index data to 25.01.2014
  •   High End Shots
  •   LowEnd Shots
50.0% 40.0% 30.0% 20.0% 10.0% 0.0% -10.0% -20.0%
 
Total GB
 
Party
Space
British
Pubs
Mainstream
Eating
down

Whilst Party Space is still the largest segment for shots, it is rapidly losing its share.

up

Mainstream Eating is stealing this share, showing that people are enjoying shots in a lower tempo occasion.

up

Within shots, it is the High End Shots such as Tequila and Sambuca which are growing the category.

Shots can be an important part of rituals in group occasions

Stocking a good range in any outlet can add to the consumer occasion and easily add an incremental sale.

Conclusion

The shots category is growing at +12%.
More people are enjoying shots in a lower tempo occasion.
High end shots such as Tequila and Sambuca are growing the category.
Stocking a good range of shots can add to the consumer occasion and add an incremental sale.