Let me state from the beginning that I don't drink. No, I am not some puritan prude. I used to drink a lot. I always had a good time when I drank. At least I amused myself, anyway. The problem was I forgot things when I drank, such as how to drive without hitting other cars and how I got to various places. Someone suggested that I might want to give up drinking. That advice seemed to make sense, so I did.

I've seen a lot of crazy stuff since my drinking days: fruit-flavored beer, hard seltzers, wine in a box. Yuck. Nothing says "classy booze" quite like wine from a box.

But one of the most amusing sights I've seen lately are pre-made gelatin shots. It's amusing and creative at the same time. It makes me wish I had thought of it first. You know, kind of like the pet rock or the hula hoop. Damn.

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The jello shots are the brainchild of Shottys co-founder and CEO Joe Block. According to the company's website, they come in five flavors: strawberry, lemon, lime, orange, and blue raspberry. They boast that each 50ml cup contains a 25 proof shot. The shots come 24 to a "cooler bag" and are available everywhere except Hawaii, Montana, Pennsylvania, and Utah. I spotted them Thursday on the counter at a gas station in New Bedford. Go figure.

Block is a genius. He's discovered how to market to the masses and is apparently cashing in. Good for him. I can't say that jello shots would be my cup of tea if I were still drinking, but you have to give credit where credit is due. Here's to you, Joe Block, and cheers to all of the folks tossing back your product.

And chin up, all of you would-be inventors. The next mass marketing gimmick is out there. It's up to you to bring it home.

Barry Richard is the host of The Barry Richard Show on 1420 WBSM New Bedford. He can be heard weekdays from noon to 3 p.m. Contact him at barry@wbsm.com and follow him on Twitter @BarryJRichard58. The opinions expressed in this commentary are solely those of the author.

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