Tails Shakes Up The Cocktail Market in RPC Pack

27 Mar 2014 --- Stylish Tails cocktails are making a huge impact in the drinks world with their premium blends and innovative pack, which combines the design and engineering expertise of RPC Containers Market Rasen and Blackburn.

Launched in early 2010, Tails allows consumers to enjoy bar-quality cocktails in less than 30 seconds and was initially aimed primarily at the at-home market.

Now, in addition to being made available through retail giant John Lewis in-store and online, Tails cocktails are being served in London’s West End theatres, where the striking pack is displayed to create visual impact.

The packaging is designed to look and function like an authentic cocktail shaker. Consumers just have to add ice, shake and serve.

Designed by Small Fry Design Studios, RPC Market Rasen developed the four-part injection moulded lid, which allows the cocktail to be dispensed just as it would be in a bar. The lid is assembled and then printed with a four-colour design at the Market Rasen factory, using a semi-automated four-colour Tampo printer.

RPC Blackburn manufactures the ISBM PET base, which is decorated with a shrink sleeve. The base is induction sealed after filling to give the product tamper evidence and shelf life.

Tails inventor Nick Wall’s vision was to allow consumers to enjoy high-quality cocktails away from bars without needing lots of skill and a large drinks cabinet.

Nick says: “The pack not only allows consumers to experience the rite of creating a high-quality cocktail, it also helps provide a visually-striking point-of-sale feature.”

As well as being available in-store and online at John Lewis, Harvey Nichols and through Ocado, the cocktails are now on sale in Ambassador Theatre Group’s London venues including the Lyceum, Apollo, Piccadilly, Duke of York, Harold Pinter, Playhouse, Trafalgar Studios, Donmar, Phoenix and Fortune theatres.