Energy shots aim for the on-trade

An "energy shot" producer aims to boost the popularity of this growing category by spinning it over from the off-trade into the on-trade.

Energy shots, a 'shot' sized liquid blend of caffeine, vitamins and other ingredients, have been growing in the off-trade since the start of the year, but this is one of the first big attempts by a producer to bring the category into UK pubs and bars.

The Voltz "5-hour energy shot" drink, which comprises a combination of B vitamins, amino acids and antioxidants, comes in a 60ml bottle.

The company said it can be served as a mixer with alcohol or on its own as an alternative to alcohol.

"With numerous major retailers now stocking Voltz, and a full consumer advertising campaign backing the product, we are projecting sales before the end of the year to be more than eight times higher than originally anticipated," said CEO of Voltz Distribution UK, Rob Arnold. "We are seeing particular interest in the under-25 market, but the appeal is broad due to the shot's healthy properties."

Coca-Cola hoped to boost its position in the off-trade's energy market in July, with the first energy shot under its Relentless brand, Relentless Shots. And brands such as Quick Energy, Focus 5-hour Energy, Powershot and Pocket Rocket have all hit the UK's off-trade since February.

SRed Bull has also launched its own shots product in the US, although the company said it has no immediate plans to launch the product into the UK.

The producer of Target Energy Shots also has energy-shot products available for the on and off-trades.