Staff and customers of a Hamilton bottle store have been left traumatised after it was robbed at gunpoint.
Police are now wanting help to identify the man responsible by releasing CCTV images of him in the store armed with a firearm.
Detective Christie Gilliver said the man entered the Super Liquor Store on Heaphy Tce about 6.20pm on Friday.
Once inside, he pointed the gun at staff and customers who were inside at the time.
"The offender then took money and cigarettes, before he fled the scene."