Brown Cow brand owner adds Ctrl to its RTD offer

Anglo Drinks has launched a new ready-to-drink (RTD) brand which it believes will change the face of drinks retailing.

The company behind chocolate RTD Brown Cow has unveiled Ctrl, a three per cent ABV energy drink, which comes in a 400ml PET (recyclable plastic) bottle with innovative non-spill and anti-spiking technology.

Available in two flavours - vodka and lemon and vodka and blueberry, it is aimed specifically at the late-night bar and club sector, and the packaging has been designed to provide consumers with a viable and safe alternative to glass bottles.

Stuart Davis, director at Anglo Drinks, said that because of increasing licensing restrictions on glass there was a need to push PET packaging.

"What we want to do is increase consumer familiarity and acceptance of PET with alcoholic drinks - to the level there is with soft drinks," he said.

"People don't see Evian in plastic bottles as inferior to Evian in glass bottles."

Despite potential criticism that the packaging makes the product look like a non-alcoholic sports drink, Mr Davis insists Ctrl leads the way in responsibility.

"Being PET gets rid of the safety problems connected with glass. It is non-spill - so much so that you can dance with it - and the bottle top prevents spiking; it's impossible to tamper with the drink," explains Mr Davis.

"Plus it is only three per cent ABV, making it is less alcoholic than most RTDs, and it will only be available in the on-trade.

"It also offers big benefits to the retailer - including improved speed of service and great impact for fridge display."

Ctrl has already picked up listings at companies including Barvest as well as student bars through the NUS.