Mast-Jägermeister is launching a new campaign to help UK shops boost sales of drinks designed to be drunk as a shot. 

The UK unit of the German spirit brand said the 'Give It a Shot' initiative will help retailers think about how they sell the products. The company suggests that stores should feature a “party shelf” separate from their spirits fixture. 

It is also urging retailers to stock a range of bottle sizes as sales of “fractional” bottles are seeing “double-digit” growth in the UK. 

According to Nielsen data, cited by Mast-Jägermeister, the shot category accounts for 15.2% of UK on-trade sales, but only 1.4% in the off-trade. 

The producer claims that if the off-trade's share of the shot category was to increase to half of the on-trade's share, this would equate to GBP284m, an extra GBP224m of sales.