Make Mine A Shot

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

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

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