Bacardi Limited said Thursday (19) that it had acquired 100% ownership of the premium crafted and batched cocktail company, TAILS, that it first took a minority position in two years ago.
The companies had developed a fruitful relationship since 2018, and TAILS has expanded from the UK to 10 other markets across Western Europe, with more to follow. As the London-based baristas turned ten years old - pioneering as they went a hassle-free approach to serving premium quality cocktails in bars, restaurants and throughout the hospitality and events industry - the two decided to fully blend together following an undisclosed financial agreement.
TAILS cocktails are crafted using the Bacardi portfolio of premium brands and then pre-batched in bottles or on draught so the idea that wherever they may be, all bartenders can serve great-tasting cocktails quickly, consistently and at scale.
"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. "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.”
All the classic and contemporary cocktails supplied by TAILS are made with Bacardi brands and include the Classic and Berry Mojito, both made with Bacardi rum; the Passion Fruit and Espresso martini cocktails, both made with 42BELOW vodka; and the Garden Spritz made with Bombay gin.
"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 Mahesh Madhavan, CEO of Bacardi Limited. 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.”
