Ground Signal’s latest Menu Analysis tracks shots menu presence across national On-Premise accounts, covering both independent and chain venues. This edition analyzes February 2026 versus February 2025, measuring which brands and flavors are gaining or losing menu placement across the shots occasion nationally. The data reflects operator decisions — what venues are choosing to feature — making it a direct read on competitive positioning at the menu level.

Key Findings Include:

• Jagermeister holds the #1 shots menu share position across all accounts nationally at 18%, up 8.3% year-over-year — reflecting the enduring strength of heritage shots brands in the chain channel where volume scale is determined.
• The shots occasion is expanding beyond straight pours, with cocktail shots and flavored options driving new menu placements nationally — Peach leads all flavors at 14% menu share across all accounts, up 16% year-over-year, while emerging flavors like Tropical, Strawberry, and Coconut are among the fastest-growing.
• Patrón and Don Julio are both gaining ground in the shots occasion — Patrón reaching 8.0% menu share among independents (up 18%) and Don Julio posting 18% growth across all accounts — signaling a broader premiumization trend in how operators are building their shots menus.