UK-based Drinks By The Dram has updated its range of 3cl-bottle tasting sets that cover a raft of spirits categories.
The company, which is part of Atom Group, has run the refresh across 48 sets, all of which have been expanded from the previous five bottles per unit to six. At the same time, the packaging has been made sturdier to “align with the brand’s premium positioning”.
The gifting concept applies to scotch whisky, Japanese whisky, rum and gin, among others, and carries an SRP of between GBP20 (US$26.75) and GBP275 per set.
“There’s a huge amount of innovation happening across whisky and other spirits categories right now, and these tasting sets are a brilliant way for people to explore that without the commitment of buying a full bottle,” said Drinks By The Dram’s head of marketing, Adrian Lugg. “This relaunch was about improving every element: the packaging, the liquids, customer value and the flexibility for retail and white label partners alike.”
The white label aspect allows for retailers and brands to “co-create custom gifting sets”.
In August, AB InBev sold Atom Group back to its founder, six years after its ZX Ventures division acquired the company. As well as Drinks By The Dram, Atom also comprises online retailer Master of Malt, drinks wholesaler Master of Malt Trade, spirits producer Atom Brands and spirits distributor Maverick Drinks.
