Bacardi Acquires 100% Of Tails Batched Cocktails
November 19, 2020Bacardi Ltd has taken full control of London-based premium batched cocktail company Tails, after acquiring a minority stake in 2018. Tails cocktails are made using Bacardi brands and then pre-batched in bottles or on draft. No financials were disclosed.
Bacardi says the batched cocktails have ample growth potential looking ahead, as they offer on-premise accounts ranging from bars to concert venues high-quality, pre-made mixed drinks available at scale. “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 Bacardi CEO Mahesh Madhavan. “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 range includes 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. Tails has expanded from its U.K. base into 10 other Western European markets, and Bacardi will continue to add to its footprint moving forward.—Daniel Marsteller
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