date:Aug 21, 2014
15.2%2 of the total spirits value in the on trade, it only accounts for 1.44% of the total spirits value in the off trade currently.
According to Mast-Jaegermeister UK, if the off trade share was to increase to even half of the on trade share, this would equate to 284m, creating a massive 224m opportunity.
As a result, the German speciality spirit brand aims to help grow this share with its Give It A Shot category initiative which defines Shots as party spirits that are traditionally consumed