Bacardi, the world’s largest family-owned spirits company, announced that it has acquired 100% ownership of premium crafted and batched cocktail company TAILS. The announcement follows the successful relationship the two companies have enjoyed since Bacardi acquired a minority stake in TAILS in 2018.
Since it was established in London 10 years ago, TAILS has pioneered a hassle-free approach to serving premium quality cocktails in bars, restaurants and throughout the hospitality and events industry. TAILS cocktails are crafted using the Bacardi portfolio of premium brands and then pre-batched in bottles or on draught so that all bartenders, wherever they may be, can serve great tasting cocktails easily, 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,” says 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.”
“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,” says 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.”
The TAILS range of classic and contemporary cocktails are all made with Bacardi brands and reflect how the company is constantly adapting its product offering to lead the latest consumer trends. The TAILS range includes the Classic and Berry Mojito, both made with BACARDĺ rum; the Passion Fruit and Espresso martini cocktails, both made with 42BELOW vodka; and the Garden Spritz made with BOMBAY gin.
Since Bacardi acquired its minority stake two years ago, TAILS has expanded from the UK to 10 other markets across Western Europe, with more to follow.