The shots

What they are

Bitters and energy shots. Small, concentrated, taken in one go, and sold at a price per millilitre that no larger format reaches.

The archetype

A single serving taken in one go: 30 to 120 mL, small, sealed, and it has to survive a bag. That last phrase is the real specification.

The labeling fork

A shot can be presented as a beverage, carrying Nutrition Facts, or as a dietary supplement, carrying Supplement Facts. Those are different panels with different rules.

And the choice has consequences

Different permitted claims, different ingredient rules and different expectations from retailers. The supplement liquids property covers the supplement side in detail.

It is not decided by size

A 60 mL bottle is not inherently either. The presentation decides, which is the same intended-use logic that runs through every property in this library.

Bitters have an alcohol question too

Alcoholic bitters are a distilled spirits product with standards of fill and the Government Warning. Non-alcoholic bitters are not. The spirits property covers the first.

The label is the hard part

A full facts panel, an ingredient list, a net quantity and a name and address on a 60 mL bottle. Lay it out before choosing between two containers, because it will choose for you.

And the seal matters more than usual

A shot travels in a bag, warm, on its side. A closure that seals on a bench and leaks in a rucksack is the single most common complaint in this format.

And the format sells on convenience

Nobody buys a 60 mL shot for value per millilitre. They buy it because it fits in a pocket and needs no glass, which means the package is doing more of the selling than in any other format here.

References