Screamers shot to go head to head with Sidekick

Competition in the thriving packaged shot sector is set to intensify following the arrival of a new down-in-one concept from Coors Brewers.

The American brewer is to make its first foray into the sector with Screamers, a five-flavour vodka-based concept, following a successful four-month trial period at a number of Six Continents outlets.

Screamers, available in a sealed 25ml plastic shot glass and boasting an ABV of 20 per cent, is designed to go head to head with other less potent pre-packaged brands like Sidekick and VK Vodka Slammas.

The Screamers range will be colour-oriented comprising of gold, red, green, purple and blue.

Its launch has been prompted by the sector's strong performance in recent years. The entire shots and shooter category is worth approximately £40m and growth is estimated at 50 per cent year on year, with the bulk of sales in the on-trade.

Coors director of marketing and international development Mark Hunter said: "We have produced a range of unique and great tasting flavours which will appeal to a broader audience in both the pub and the home.

"Shots drive incremental sales as additional purchases to regular drinks, offering retailers great profit potential.

"We feel we have produced an exciting brand which will bring a new dimension to the fast-moving shots market."

There are signs that the shot and shooter market is maturing with the development of two distinct sub-sectors. In addition to the aforementioned packaged brands, a selection of potent and more challenging products that boast an ABV of 40 per cent and upwards still command a strong following.

These include the market-leading After Shock, Metz 40, Jagermeister and Fire and Ice, a three-flavoured, competitively-priced alternative from GBL International.

Earlier this year, shot concepts were slammed by a health expert for promoting binge drinking among the young.

Dr Steve Hajioff, a public health physician, warned that inexperienced drinkers were unaware of how much alcohol they are consuming and called for better labelling on drinks packaging.

Sidekick manufacturer Bulmers hit back by saying that each Sidekick shot is only half a unit of alcohol and the packaging is designed for convenience rather than to encourage irresponsible or fast drinking.

The introduction of Screamers will coincide with a major new poster campaign for Sidekick. The schnapps brand will be looking to cement its position as the number one shot with a £600,000 nationwide advertising drive across 35 UK cities.