Bacardi acquires cocktail company TAILS
Established in London 10 years ago, TAILS’ cocktails “blend premium spirits and liqueurs with natural mixers, juices, sugars, flavors and bitters…. Pioneering a hassle-free approach to serving premium quality cocktails in bars, restaurants and throughout the hospitality and events industry”
The products use the Bacardi portfolio of premium spirits and are then pre-batched in multi-serve 1l bottles or on draught. Its range includes Classic and Berry Mojito (both using Bacardi rum); the Passion Fruit and Espresso martini cocktails (42BELOW vodka) and Garden Spritz (Bombay gin).
Bacardi acquired a minority stake in TAILS in 2018. Since then, the company has expanded from the UK to 10 markets across Western Europe with more set to follow. It says TAILS will provide a valuable new revenue stream to the on-trade as it reopens in Europe.
Mahesh Madhavan, CEO of Bacardi Limited, said: “The hospitality industry is facing extraordinary challenges, but make no mistake, our brands are built in bars and the on-trade continues to be a priority for Bacardi.
“We are offering bars and restaurants all our support to help them climb out of this crisis, including smart solutions to help them drive business and profit. TAILS is a perfect example. TAILS opens up the world of premium cocktails to bars which could never otherwise entertain the idea and at the same time it will open up a new revenue stream when they need it most.”