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UK: Virgin first to launch energy drink on tap

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Virgin dt is hoping to change the face of the UK bar next month when it becomes the first stimulant brand available on dispense.

Virgin has joined forces with Cabana Soft drinks, part of Nichols plc to distribute the dt brand on tap. Chris Deathe, strategic marketing director, Virgin Drinks said: "The energy market is now worth £745m and has an average annual growth rate of 78%.

"It is vital to move with the times and be able to bring new development to the market, helping our customers satisfy the ever increasing consumer demand. With more drinks battling for fridge space, the natural step was to find an alternative method in distributing Virgin dt," he added.

Virgin dt is also available in 250ml cans with three flavours: mixed fruit (Blue), Lemon (Green) and Cranberry & Grapefruit (Purple). The first variant available on tap will be Virgin dt Mixed Fruit.

By working with Cabana Soft Drinks, Virgin Drinks is planning to establish extensive distribution channels and routes to provide dispense as part of a long term strategy.


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