Allied Domecq launches a 'hot' shot

A new shots concept has been launched by Allied Domecq Wine & Spirits in what the company claims will be the first of many new products.

Magma, a cinnamon schnapps liqueur with a hot and peppery aftertaste, represents Allied's first foray into the rapidly growing UK shots sector.

The new addition, which has been on trial in pubs and bars in the North West, is designed to challenge the likes of the cinnamon-based market leader After Shock and Sidekick in a market that is growing at 141 per cent per annum.

Jeremy Hill, senior brand manager for Magma, said: "We are very confident that Magma will quickly establish itself as a major brand in the UK shots market.

"Our optimism is based on a number of key issues. Firstly, the market, while still in development, is experiencing dramatic growth. Secondly, the market is underpopulated with only two or three serious brands vying for share. Thirdly, Magma's challenging taste and positioning are not only unique, but have also been overwhelmingly endorsed by consumers.

"Add these factors to its ability to deliver incremental profit for retailers and you have all the ingredients for a successful brand."

A lower ABV of 24 per cent rather than the 40 per cent strength of After Shock has been chosen in an effort to increase margins and incremental profit for licensees.

Shot products are predominantly sold at the same price regardless of ABV.

Following a "teaser" postcard campaign, Magma is to be supported by a programme of on-trade activity including posters, shot glasses and T-shirts.