British spirits brand Pinkster has launched a 3 litre bag-in-box variant of its raspberry-infused gin in a move to become more sustainable.
Designed to cut down on glass waste, the packaging is aimed at both on-trade and off-trade channels.
Pinkster managing director Stephen Marsh said: “Bag-in-boxes have been enjoying a renaissance in the wine world, with many retailers reporting a surge in sales, and we see no reason why this shouldn’t be the case with spirits.
“Pinkster on Tap is all about convenience and sustainability delivered in an eye-catching, stylish format. Rather than ordering bottle after bottle, the on-trade can now refuel in an environmentally friendly fashion and save a few pounds in the process.
“We’ve tested the concept with selected accounts and initial feedback has been mighty positive. It’s time for bag-in-boxes to shed their rather negative and passé perceptions, and we’re proud as a premium brand, to be leading the way on this.”
According to Recycle Now, the UK currently recycles around 50% of its glass bottles and while this figure has doubled over the last five years, it still lags behind the European average.
Marsh added: “From Glastonbury to Glyndebourne, we’re excited about the potential of summer festivals, offering people a fun, practical way of enjoying their G&Ts, especially given pink gin seems to be the drink of the moment.
“Similarly for the sailing fraternity, summer picnics, and other outdoor activities, where glass is either frowned upon, banned or you simply don’t want to lug around clunky, heavy bottles.
“With consumer drinking and purchasing habits changing, we’re always looking at new ways to stand out from the pack.
“We’re mindful that this is trailblazing for spirits packaging but on the basis pundits said we were mad to contemplate making gin with wet fruit all those years ago, we’re not exactly sticklers for convention.”
The 3 litre Pinkster on Tap is available in the UK with a recommended retail price of £135.
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