RPC Market Rasen, RPC Blackburn develop four-part injection molded lid and PET base of packaging that looks and functions like a cocktail shaker for U.K.'s Tails premium range of pre-mixed drinks

Graziela Medina Shepnick

LONDON , April 23, 2012 (press release) – The combined design and engineering expertise of RPC Containers Market Rasen and Blackburn is allowing consumers to mix their own bar-quality cocktails at home in less than 30 seconds.

Tails is a premium range of pre-mixed bar quality cocktails which comes in packaging designed to look and function like an authentic cocktail shaker. Consumers just have to add ice, shake and serve.

The customer brief called for a complex pack, designed by Small Fry Design Studios, which would allow consumers to experience the ritual of making and serving cocktails, bar-style. In response, RPC Market Rasen developed a 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, where a recent investment saw the installation of a semi-automated four-colour Tampo printer.

Meanwhile RPC Blackburn was approached by the brand owner to manufacture 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.

Stephen Bell, Sales Manager at RPC Market Rasen, explains: "This was a complicated development as the lid components have to be orientated during assembly. In addition the print has to be applied in one of two positions to match up with the decoration on the shrink sleeve and the sleeve itself has to be applied to very exacting standards.”

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: "Tails has turned from a dream to a reality with the help of fine ingredients, a constant drive for perfection and the work of top designers, like those at RPC who developed the packaging with us.

"Cocktails are about an experience and the ritual of shaking ingredients with ice, so the packaging from RPC allows the consumer to experience that fully.”

Tails cocktails are sold by retailers including Harvey Nichols, Selfridges and online via Ocado.

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