US spirits group Sazerac has launched Baby Shots, a range of pre-mixed cocktail-flavoured shots, in the UK.
The shots are initially available on Amazon, ahead of a wider national rollout in at unnamed convenience retailers later this year.
“Baby Shots is built around British pre-drinks culture and three of the UK’s most-loved cocktail flavours, making the UK the natural home for launch," Lauren Selman, the global brand director for growth and innovation at Sazerac, told Just Drinks.
“The brand taps into Gen Z pre-drinks rituals and an established baby shot culture, translating familiar behaviour into a ready-to-drink format where friends decide what to share and how to kick-start a night out.”
The company describes the drinks, which are produced in the US, as an “easy-drinking alternative” to traditional shots, claiming it offers no “shot-burn”.
The 15% abv shots are available in three flavours – Pornstar Martini, Strawberry Daiquiri and Mojito.
They will be sold in 50ml and 700ml formats, with suggested retail prices of £10.99 ($14.83) for a full-sized bottle and 99p for the mini variant.
The launch builds on Sazerac's acquisition of US RTD cocktail brand BuzzBallz for an undisclosed sum in 2024.
BuzzBall cocktails are sold in spherically-shaped containers and come in various flavours including Chili Mango and Strawberry ‘Rita. Alongside the 200ml, 15% abv ABV cocktail balls, its portfolio features agave wine cocktails Sip Sip Hooray and ready-to-serve Uptown Cocktails.
Sazerac, privately held by William Goldring, has a portfolio that includes brands such as Buffalo Trace Bourbon, Wheatley vodka, Meyers's rum and Southern Comfort.
