UK – Leading American spirits company Bacardi has taken full ownership of premium crafted and batched cocktail company, Tails for an undisclosed sum.
The full acquisition comes two years after Bacardi (which is reported to be one of the largest American privately held, family-owned spirits company in the world) acquired a minority stake in Tails.
Established in 2010, Tails is a London-based company which produces a range of classic and contemporary cocktails made using the Bacardi brands, which are prebatched in 1 litre bottles or on draught.
Tails Cocktails offers bars, restaurants and many other venues and occasions the opportunity to offer premium quality cocktails, without having to invest hours into preparation and training.
According to the company’s founder Nick Wall, Tails aims to offer a premium quality cocktail solution which is both accessible and available at scale for the entire hospitality industry.
“Our mission at Tails has always been to make high quality cocktails more accessible to people whether they are in their local pub or at a music festival,” said Tails founder Nick Wall.
He added: “I know that Bacardi believes in this mission as much as I do, and not only that, they make fantastic quality drinks too. It’s why their brands are at the heart of Tails cocktails and why they are the perfect company to write the next chapter for Tails.”
Tails’ line-up includes classic and berry mojito, both made with Bacardi rum; passion fruit and espresso martini cocktails, both made with 42Below vodka; and the Garden Spritz crafted with Bombay gin.
Since Bacardi acquired a minority stake in 2018, Tails has expanded from the UK to ten other markets across Western Europe, with more to follow.
In September 2018, Tails updated its brand identity as it sought to make mixed drinks “more accessible and more consistent”.
Mahesh Madhavan, CEO of Bacardi Limited, said: “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.”
Madhavan firther noted that his company was offering bars and restaurants all support possible to help them climb out of this crisis, including smart solutions to help them drive business and profit.
The past few months has seen a number of major drinks firms acquire pre-made cocktail producers.
In September, US firm Beam Suntory purchased pre-mixed cocktail company On The Rocks after owning a minority stake in the brand.
The bottled cocktails are made using Beam Suntory’s spirits range.
A month later, Jack Daniel’s owner Brown-Forman agreed to acquire canned ready-to-drink producer Part Time Rangers for an undisclosed sum.
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