RTD trades on 'responsibility'

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Related tags: Recyclable materials, Bottle, Alcoholic beverage

by Rosie Davenport A new RTD that aims to tackle the trade's anxieties about social responsibility and spiking is being tested in student bars across...

by Rosie Davenport

A new RTD that aims to tackle the trade's anxieties about social responsibility and spiking is being tested in student bars across the country.

Anglo Drinks has spent months researching Ctrl, a vodka-based drink that comes in a 400ml PET bottle with a tamper-proof sports cap that can be resealed so drinkers can take it on to dancefloors.

The company, which also produces Brown Cow, is trialling the newcomer in National Union of Students venues and selected night clubs from next week.

Available in Vodka & Lemon and Vodka & Blueberry flavours, at 3% abv, Ctrl is being positioned as a longer drink compared to other RTDs.

Anglo Drinks hopes the PET packaging will also make it a more cost-effective product for pubs stocking plastic bottles.

A company spokesman said: 'With so much media and trade focus on binge-drinking, anti-social behaviour and drinks- spiking, Anglo Drinks has de- cided to lead the drinks industry response and offer a more socially responsible product.

'The PET sports bottle is obviously safer than glass, fully re- cyclable, aids speed of service and can offer venues a way of reducing their public liability insurance premiums. PET is actively being encouraged by the police.

'All suppliers charge a premium for selling their brands to licensees in PET bottles, but Ctrl will have a price parity with the likes of Smirnoff Ice in glass bottles.'

If the pre-Christmas test proves successful, Anglo Drinks said it would roll the brand out nationally next February.

Related topics: Ready to Drink

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