It used to be people tossed back a shot to forget. Now they drink to remember.
The difference between then and now is that the latter group is after a spectrum of functional benefits that range from relaxation to mental acuity. The beverages themselves — typically packaged in small, 2-ounce bottles — are finally moving out of vitamin shops and convenience stores and into full-sized supermarkets.
“The shots are viewed by consumers as a new hybrid,” said Tom Pirko, president of