Behind the Scenes: The Business of Dram in a Can
With over 500,000 cans sold globally since its launch in 2021, a unique 100ml serving and over 8 times lighter than your conventional miniature 5cl glass bottle, Dram in a Can from Two Stacks Irish Whiskey has proven to be not just innovative and environmentally efficient, but very well received by whiskey drinkers since its launch.
As the world's first straight whiskey in a can, there was no template for how to go about producing the packaging to the specifications needed, no established supply chains around canned whiskey and there was a whiskey drinking audience that had to be educated and encouraged to try a novel approach to the packaging of a drop of whiskey.
The sourcing of suppliers, testing of packaging, reverse-engineering the capacity of a 40ft container, the sourcing of a custom canning line, the ratio of cans to pallets and choosing the right whiskey to include all had to be figured out from Two Stacks' new headquarters in Newry, Co. Down.
In this "Behind the Scenes" chat, Shane McCarthy, co-founder of Two Stacks Irish Whiskey breaks down the business of Dram in a Can with host Mark McLaughlin, giving us a rare insight into the journey of a product from concept to global success.
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