NACS 2016 Video: Forto Shots Aim High

Forto, which markets a line of cold brew coffees made with added caffeine and packaged in 2 oz. shots, is attempting to straddle the lines between the RTD coffee and energy drink categories as it aims for greater distribution in the convenience store channel.

Combining organic, fair trade cold brew coffee, 200 mg of caffeine and milk, Forto’s shelf-stable shots are positioned to offer a potent energy boost for consumers on-the-go, according to CEO and founder Neel Premkumar. The brand launched last year and has since picked up distribution at 12,000 locations, including a large number of military exchanges. Speaking with BevNET at the 2016 NACS show held at Atlanta’s Georgia World Congress Center, Premkumar explained Forto’s approach to marketing a coffee-based energy shot, how the brand is being merchandised in C-stores and also offered details on the brand’s distribution strategy.