Hi-Spirits is to distribute the Tails cocktail range following a reformulation, expansion and redesign for the award-winning premium pre-mixed drinks brand.
The entire Tails range has been reformulated and refreshed in collaboration with Bols of Amsterdam, the oldest spirits business in the world, established 1575, working with the master distiller and head mixologist. The cocktails are now made with new, even higher quality liquids and ingredients, including Bols liqueurs.
The new partnership will see Hi-Spirits distribute the Tails range in both the UK on-trade and off-trade from August 2014. At the same time, Tails is adding three new variants, including two super-premium stirring cocktails.
- The core single-serve 125ml shaking range now includes Mango Caipirinha, as well as the established Espresso Martini, Mai Tai, Cosmopolitan and Elderflower Collins varieties, all at 15% ABV;
- Espresso Martini and Cosmopolitan 15% ABV are also available in 500ml four-serve shaking packs.
- The 500ml shaker range is complemented by a new design for the distinctive packaging, which is shaped and works like a classic three-piece cocktail shaker. The silver and black bottle now features bolder graphics, spotlighting the reformulation, and a metallic top, giving the brand a much stronger fridge and shelf presence;
- The two new super-premium 20% ABV stirring cocktails are Ginger Old Fashioned and Dutch Bramble, available in 500ml four-serve glass bottles with a different look to the shaking range.
Tails managing director Nick Wall said: “The high quality of the Tails range made the drinks industry rethink its view of pre-mixed cocktails when we initially launched in 2010. The new recipes, using even more premium ingredients, allow the range to genuinely compete with the best made-to-order cocktails. We’re delighted to be working with Hi-Spirits to take the Tails range to a wider market.”
Dan Bolton, managing director of Hi-Spirits, said: “With cocktail sales booming in the on-trade, pre-mixed cocktails play an important role for operators, particularly on occasions where the time or skills needed to mix drinks from scratch isn’t available. Many consumers also want to enjoy the experience at home without any compromise on quality. The Tails range is, quite simply, the best quality pre-mixed cocktail range available and an important addition to our portfolio of premium brands.”
The Tails range is currently stocked by retailers including John Lewis and Harvey Nichols, as well as by Geronimo Inns, Crowne Plaza Hotels and Z Hotels, Virgin Trains, and is also sold on EasyJet flights. Ivan Dixon, spirits buyer for Harvey Nichols, London, says: “Tails is the very best product of its type available and has successfully shaken up the category. The combination of packaging, product and concept make Tails a perfectly rounded product.”
The RRP for the Tails range is £6 for single serve 125ml shakers and £14 for the £500ml shakers, with an RRP of £20 for the new super-premium 500ml stirring varieties.
For more information, please contact Hi-Spirits on 01932 252 100, www.hi-spirits.com, firstname.lastname@example.org.
For press information please contact John Porter at ShielPorter Communications 07734 054389