Students drink an average of 14 shots during the course of Freshers’ Week, according to new research from herbal liqueur brand Jägermeister.

Young adults are gearing up to head to university and retailers are urged to stock up on spirits brands that lend themselves to partying.

Jägermeister claims that it accounts for 31% of all shots sold in NUS venues and it said retailers should capitalise on students partying at home before going out.

The student survey revealed that two-thirds of students say spirits are their favourite type of drink to consume on a night out, especially when getting the party started at home before heading to late night venues.

Nicole Goodwin, Jägermeister marketing director, said: “Jägermeister is a brand that students trust to get the party started on a night out, both at home and venue with a range of consumption serves – from ice cold shots to innovative cocktails.

“Despite general category decline, Jägermeister continues to be at the forefront of students’ drinking choices. Synonymous with group celebrations like Freshers’ Week, the brand represents a great opportunity for retailers and licensees to drive incremental sales.”