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Bacardi brings Tails cocktails to consumers
Grey Goose owner Bacardi has unveiled a new line of Tails pre-batched cocktails and has made the brand available in the off-trade for the first time.
By Nicola Carruthers
In November 2020, Bacardi acquired pre-batched cocktail company Tails for an undisclosed sum. The brand was originally created for the on-trade to provide a ‘hassle-free’ way of serving premium cocktails in venues. The collection included six one-litre bottled cocktails, available across bars in Europe.
Bacardi has now created a new Tails range with a different design and new recipes to tap into the rise of at-home cocktail making. Each bottled cocktail is made with a spirit from Bacardi’s portfolio.
“Over the last two years, cocktail awareness has boomed as people served up Daiquiris, Espresso Martini cocktails and Mojitos to make staying-in feel extra special,” said Evert-Jan Bos, general manager of Tails. “Now, as the on-trade reopens, consumers are enjoying the experience of being back in the bar and they’re ordering cocktails more than ever before.”
The range includes five variants: a Rum Daiquiri made with Bacardí rum, a Whisky Sour that includes Dewar’s blended Scotch whisky, a Gin Gimlet using Bombay Sapphire as the base, and an Espresso Martini and Passion Fruit Martini, which are both made with 42 Below vodka.
Francis Debeuckelaere, regional president, Western Europe, Australia and New Zealand, Bacardi, added: “With Tails we’re delivering new experiences for the home, putting cocktails on the menu whatever the occasion. We are pioneering a whole new ‘ready-to-shake’ category.”
Each 500ml bottle can make four servings and comes with a QR code to demonstrate how to make the cocktail, along with garnish suggestions. Each serve requires ice and a shaker.
Tails will be available from April in supermarkets, specialist liquor stores and online across the UK and Ireland, the Netherlands, Belgium, Germany, Austria, and Australia. It is priced at RRP £15 (US$19.70) per 500ml bottle.
The new launch will be supported by a digital-first marketing campaign to drive brand awareness and sampling.