Kick-off for range of schnapps shots

Bulmers has designed a new shot glass to accompany the launch of its new schnapps shooter drink

Sidekick, a range of single-serve flavoured schnapps drinks, comes in a patented 30ml PET "shot" glass designed to sit on the side of a standard glass or the top of a bottle.

The latest addition to the Bulmers portfolio, which boasts Woodpecker and Strongbow cider, will be sold at around £1.50 a "shot" and a take-home four-pack will be priced at around £2.69.

The launch is to be supported by a £4million advertising campaign starting this autumn and feature specialised point-of-sale.

Sidekick will initially be available in four flavours — sour apple, cranberry, grapefruit and vanilla, but extra flavours will be added to meet consumer demand.

Les Murphy, innovation director at Bulmers said: "Both trade and consumer response has been amazing. The trade has been waiting for something new and exciting to come on the market which creates an extra buzz among consumers, and in turn generates incremental turnover."

Bulmers hopes the specially designed glass, complete with plastic lid to make it easy to carry away from the bar, and its 20 per cent ABV will appeal to an 18 to 24-year-old audience at venue, town and student bars when it is released this month.

Tim Bodwin, Bulmers' new product development manager, said: "The popularity of spirits amongst the key 18 to 24s is growing rapidly and a range of great tasting, single-serve schnapps drinks at 20 per cent ABV, compared to the 40 per cent ABV of other, more challenging "shots", will open a whole new market for this category."