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Are shooters making a comeback?
By Lauren BowesYounger drinkers are turning their backs on traditional shots, preferring more considered – and delicious – mini cocktail shooters.

*This feature was originally published in the October 2024 issue of The Spirits Business magazine.
When you think of a big night out, what comes to mind? Once upon a time, many would have said (or, rather, shouted) ‘shots’ – but is it the same today?
There are many suggestions that shots are on the out – we are constantly told that Gen Z is drinking less, and drinking better and more mindfully when they do. Once a staple of the shot scene, Tequila has had a glow-up in the past decade, with many respecting high-quality sipping expressions instead. In 2019, a survey found 65% of UK drinkers prefer to drink Tequila in cocktails rather than as a shot.
And it’s not just Tequila. Another favourite (yet divisive) shot option is Jägermeister, but the brand has recently been focusing on premiumisation instead of the big night out. Last November it released a high-end liqueur, called 9556 Nights of Exploration, which the brand says is best served in a tumbler at room temperature.
However, research from UK importer and distributor Paragon Brands suggests there is still an appetite for shots. It surveyed 2,000 people in the UK and discovered seven in 10 still drink shots on a night out.

Hoping to capture that market, last year Pernod Ricard-owned Absolut debuted a range that was designed to be enjoyed as a shot. With an ABV lower than vodka, at 35%, Absolut Nights offers a range of regional-inspired flavours, including Smoky Piña, Nordic Spice, and Orange Peel. The brand recommends serving Nordic Spice ice cold and neat, followed by a ginger ale or apple juice chaser, or in a shot glass with a cinnamon sugar-coated rim finished with an orange wedge garnish. At the time, Nancy Baghdadi, director for product portfolio and innovation at The Absolut Group, said: “The night out has always been Absolut Vodka’s heartland, but today’s generation of partygoers have an appetite for bolder flavours and innovative drinks.”
Appetising taste
The second part of Paragon’s shot research revealed that almost half (49%) of those surveyed prefer ‘cocktail shooter shots’ to regular spirit shots because of their ‘appetising taste’. A ‘cocktail shooter shot’ is self-explanatory – instead of being a shot of a single neat alcohol, venues can serve up a blend of spirits in a tiny cocktail format.
“A growing trend we’re certainly seeing – in particular with Gen Z drinkers – is that they’re rejecting this idea that a shot drink has to be a bit unpleasant,” explains Paragon’s managing director Chris Jones.
“If you think about things like Jägermeister, Aftershock or Tequila – you shot these things down and they make you wince slightly. It was almost a painful experience, like a rite of passage.” He believes that this new generation – and many others – are rejecting this in favour of drinks that are, well, enjoyable. “People are just expecting more from drinks now – they don’t want to put up with something that is substandard or unpleasant to drink.”

Leading the pack in the world of shooters is the Baby Guinness, but Paragon Brands believes the Baby Lager – made with Licor 43 and a float of cream liqueur – could be the next big thing. “The Baby Lager is a recipe that is used around the world,” explains Jeremy Rockett, Licor 43’s area manager for the UK and Ireland. “It’s quite big in the US and South America. “In a way, it showcases the flavour of Licor 43, because, apart from the float of cream liqueur, you’re drinking it neat.
“Instead of a shot being a bit of a penance – like a poor-quality Tequila or a Sambuca – at the end of the evening when everyone’s had a few drinks, these layered shots offer something very pleasurable and interesting. They seem to be changing the way people are drinking – they might have a round of drinks and then a round of shots. It’s a bit more of a considered purchase.”
In terms of other brands that appeal to the shooters trend, Paragon cites IWSR data that shows 73% year-on-growth growth in 2023 for Tequila Rose Cream Liqueur, while Disaronno Velvet Cream Liqueur and Dead Man’s Fingers Cream Liqueur both grew by 33%. Already well established in this market thanks to its presence in the Baby Guinness, Kahlúa grew by 19%.
For brands that are looking to create their own shooter recipe, Jones advises focusing on taste, as well as accessibility. “How easy is it for people to engage with the taste, and, equally, how easy is it for them to picture what it’s going to taste like from its description? There’s a layered shot called the Jammy Dodger – that pretty much does what it says on the tin.”
Different drinks
Jones notes that the layered shot trend particularly took off in ‘competitive socialising’ venues, such as games venues Roxy Ball Room and NQ64. “These venues were looking to serve drinks that were different, appealing and visually exciting because you’ve got people there playing fun and engaging games – they wanted drinks that match that particular environment and that occasion.” The trend has now spread out further, with even JD Wetherspoon offering a shooters menu. “When Wetherspoons starts to pick up on something, you know the trend really is catching fire,” he laughs.
Jones believes the Baby Lager will be in between 2,500 and 3,000 venues by the end of the year, having started 2024 in just 200. As well as being great for Licor 43’s business, he believes it is a great opportunity for the on-trade. “People will go back and have a second or a third, whereas with the shot drinks of old, typically people would only do one of them,” he explains, adding that the recipes don’t require any training for bar staff. “The only skill is in just how you carefully you pour it and layer it.”
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