Food & Drinks

Bacardi chalks off on-premise cocktail coverage with Tails pre-mixed acquisition

Bacardi has made what it describes as an on-premise play, acquiring full control of London-based pre-mixed cocktail company Tails.

Tails launched four pre-mixed cocktails in the UK off-premise in 2017

Two years on from buying a minority holding in the ten-year-old start-up, Bacardi confirmed its takeover, for an undisclosed sum, today. Tails has used Bacardi’s brands as the alcohol bases for its cocktail portfolio since the initial transaction.

Bacardi positioned the move as an attempt to “open up a new revenue stream” for on-premise operators. As well as one-litre bottled versions of its five-strong line of RTDs, Tails also offers the range in draught format.

“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,” said group CEO Mahesh Madhavan. “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.”

The Tails portfolio comprises Classic and Berry Mojito, both made with Bacardi rum, Passion Fruit and Espresso Martinis, which both use 42Below vodka, and Bombay Sapphire-based Garden Spritz. The brand has a presence in 11 Western European markets, “with more to follow”, said Bacardi.

While today’s purchase focuses on the on-premise, Bacardi has also looked to cover off at-home cocktail consumption in the UK. Earlier this month, the company introduced three Twistails cocktail pods that can be mixed with ice and water in a cocktail shaker.

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