Abstract: A packaging sleeve for a beverage pouch having a spout through which the pouch can be filled and a removable cap for closing the spout until it is desired to consume the beverage. The sleeve is configured to define a cavity arranged to receive the pouch so that the spout projects from the sleeve at one end and the sleeve is capable of standing unsupported on a surface at the other end while the pouch is supported in the sleeve. The sleeve is flexible to allow the pouch to be squeezed while consuming the beverage.