Bacardi has taken full ownership of premium crafted and batched cocktail company, Tails, upping the minority stake that it acquired two years ago.
Established in 2010, Tails aims to offer a premium quality cocktail solution which is both accessible and available at scale for the entire hospitality industry.
The London-based company produces a range of classic and contemporary cocktails made using the Bacardi brands, which are prebatched in 1 litre bottles or on draught.
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.
“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.”
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.
Mahesh Madhavan, CEO of Bacardi Limited, said: “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 deal was made for an undisclosed sum.
© FoodBev Media Ltd 2020