iShot set to energise pubs

A new product is set to boost the on-trade's emerging energy shots market.

All Day Energy claims the latest newcomer to the on-trade, its iShot brand, is distinct from its rivals thanks to its taste and prolonged energising effects. The brand — a blend of B vitamins, amino acids, antioxidants and herbs — contains no sugar or sodium and is designed for working people with active lifestyles who could benefit from heightened alertness, focus and energy, according to the producer.

Energy shots, a "shot"-sized liquid blend of vitamins and other ingredients, have been growing in the off-trade since the start of last year, but the first major attempts by producers to bring the category into UK pubs and bars only took place in summer 2009.

"Most people need an energy boost when juggling the demands of day-to-day living, such as working late or being on the road," said All Day Energy's managing director Kursat Uysal. "Good nutrition, rest and regular exercise are the best ways to stay alert, however sometimes we need that added boost."

The products come in a 60ml-shot format in two ranges, iShot All Day (in original and Acai Berry flavours) and iShot Decaff (in Acai Berry).

"Some energy drinks contain up to 15 teaspoons of sugar, however iShot contains zero sugar, zero sodium and is low in calories, so it delivers the boost without the crash."

The Voltz "five-hour energy shot" drink, a 60ml combination of B vitamins, amino acids and antioxidants, hit the on-trade last August, while Coca-Cola's first energy shot under its Relentless brand, Relentless Shots, went into the off-trade last July.

Red Bull launched its Energy Shots last October but these are currently only available in the UK's off-trade.