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.

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"The offender then took money and cigarettes, before he fled the scene."

He was last seen running towards Alfred St.

Police are seeking this man after he robbed a bottle store at gunpoint in Hamilton on Friday night. Photo/Police
Police are seeking this man after he robbed a bottle store at gunpoint in Hamilton on Friday night. Photo/Police

"Police would like to hear from the customers who were in the store during the robbery, to provide them support following this traumatic ordeal."

Detective Gilliver said customers may be able to help with their investigation and urge anyone to get in touch.

Those who recognise the man are urged to phone Gilliver at Hamilton Police on 07 858 6200.

Alternatively, members of the public can also report anonymously to Crimestoppers on 0800 555 111.