Foxes Bow Whiskey debuts innovative ‘flexi’ pouch format

Foxes Bow Whiskey, the challenger Irish whiskey brand, has introduced a first-of-its-kind pouch format.

Billed as “a modern take of the traditional hip flask” the 100ml flexi pouch has rolled out internationally via DTC. It will land in Carry Out stores from 25 August, and in 64 Aldi stores in Ireland from 11 September as part of the Grow with Aldi programme (rsp: €6.99).

The “slim, shatter-free” flask contains three serves of Foxes Bow blended whiskey.

It was “ideal for moments where glass isn’t – from backpacks to match day supporter pockets, carry-ons to festival fields”, said the brand.

“When we came up with this format, we had to take off our founders hats, and think as the whiskey drinkers we are,” said Foxes Bow Irish Whiskey co-founder Alice Carroll. “When we did that, we thought about all the places we personally would like to enjoy whiskey, and realised that a lot of the best memories happen in places where you can’t bring glass.

“It’s bold but practical, and very Foxes Bow: great whiskey, zero hassle.”

Foxes Box Irish Whiskey was founded by Carroll and Tony Foote in 2022. Its flagship whiskey is made from a blend of malt and rye whiskey aged in bourbon barrels and finished in oloroso and rye cask.