{"id":1358,"date":"2010-04-28T13:26:34","date_gmt":"2010-04-28T18:26:34","guid":{"rendered":"http:\/\/www.packagerepublic.com\/?p=1358"},"modified":"2014-04-23T10:20:30","modified_gmt":"2014-04-23T15:20:30","slug":"beer-in-a-box-concept","status":"publish","type":"post","link":"https:\/\/www.packagerepublic.com\/?p=1358","title":{"rendered":"Beer-in-a-box concept"},"content":{"rendered":"\n

Brand X<\/a> (via Gizmodo<\/a>) is showing a beer-in-a-box concept by Thomas Hussey. This concept has an unusual pump feature that keeps air out to prevent oxidation.<\/p>\n

We like the concept, but we also recognize that there are fundamental issues with it. The reason why wine-in-a-box exists today is because it saves cost. In fact, it saves a lot of cost<\/strong>. <\/p>\n

Wine, and in general alcohol, do not need all the protection that an absolute barrier<\/em> like glass offers. Therefore, from a packing point-of-view, wine can be packed in a bag-in-a-box, and even in regular, smaller carton packages. Creating a bit of a moral hazard, it can even be found in some countries in kiddie sized carton packages that normally pack Hi-C, or similar juice drinks. In other countries, even hard liquor like rum can be found in 250ml cartons.
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\nThe essential features of this concept are a high-gauge corrugate structure, with a tap, and a hidden pump. There is also a handle at the top. This clearly is not<\/u> a low-cost package. Re-using the corrugate box while replacing the inner bag with a refill is out of question, since beer is typically under pressure, and the bag itself can not withstand the pressure without external structure.<\/p>\n

Conclusion<\/strong><\/p>\n

From a usability point-of-view, this concept, as any beer tap, requires two handed operation. Having both<\/strong> the tap and the pump, however, creates an issue of double mental models<\/a>. <\/p>\n

Filling a glass involves opening the tap, and then pumping, then closing the tab, whilst holding the glass firmly under the tap. Sounds complicated.<\/p>\n

Apart from usability and cost issues, we do like the renewable and recyclable corrugate structure. The handle itself is also a good addition. <\/p>\n

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