4 New Shots Hitting the Convenience Market


With energy shots engrained in most convenience-store plan-o-grams, the market for other types of shots is showing signs of growth.

Total c-store sales of energy shots dropped nearly 7% from 2016 to 2017, according to data from Chicago-based IRI. But on an overall scale, the shot industry is growing, according to Mark Hopkins, owner of Little Rock, Ark.-based Max Distributing, a shot and stimulant provider.

“Energy shots have peaked for the most part,” he said. “Relaxation shots are the hottest thing out right now. In a world that’s extremely stressed out, consumers are looking for products that make them feel good.”

Here are four shot varieties turning heads in the convenience market.


ultra gold shot

One of Max Distributing’s products, Ultra Enhanced Gold (UEG), is a 2-ounce relaxation shot made from Southeast Asian herbs such as white willow bark, lotus, dagga and passion flower.

Hopkins said UEG is on shelves in more than 5,000 chain stores across 37 states, a number he expects to double by the end of 2018. The relaxant is also available in Triple Strength Shots, as well as 10-count capsules for people who don’t want the shot form.


ginger rescue

In early March, Marina, Calif.-based distributor The Ginger People introduced its Ginger Rescue Shots as a caffeine-free alternative for people who want an energy boost while also promoting their well-being. The 2-ounce ginger shots come in three flavors: Wild Turmeric, Coconut and Lemon & Cayenne, which are all paired with ginger juice.


tulua ginger shots

Huntington Beach, Calif.-based Ginger Shots Inc., a manufacturer of organic, cold-pressed ginger shots, recently launched two new shots under the Tulua brand.

The first, the Turmeric Wellness Shot, features turmeric and ginger—two ingredients known to fight inflammation—plus cold-pressed pineapple juice and a hint of black pepper. The second, the Wellness Shot Apple Cider Vinegar, includes cold-pressed lemon and ginger juices. All of Ginger Shots’ products are USDA organic and kosher, and preservative- and additive-free.


sleep walker

The Max Distributing product that is “blowing up right now,” according to Hopkins, is the Sleep Walker shot. Through various ingredients, including vitamins B-1, B-2 and B-6, plus caffeine and herbs, this 2-ounce stimulant aims to provide more energy, focus and help achieve a better mood, Hopkins said.

“[The] top-selling prescription drugs are Adderall, Xanax and Prozac, which help with energy, focus, stress and mood,” Hopkins said. “Sleep Walker helps with all of these.” Like its UEG counterpart, the Sleep Walker also comes in two-count capsules for users who do not prefer shots.