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Bacardi launching Tails pre-batched cocktails range

Bacardi is set to launch a range of bottled cocktails in Australia.

The Tails Cocktails range launches with four popular classics, made with spirits from the Bacardi range: a Gimlet with Bombay Sapphire gin; a Whisky Sour with Dewar's blended Scotch; and an Espresso Martini and a Passionfruit Martini with 42 Below vodka.

Bottled in a 500ml format, the pre-mixed cocktails are designed to be simply shaken with ice and served. A QR code on each bottle links to a 30-second "how to" video with serving steps and garnish suggestions.

Evert-Jan Bos, general manager of Tails, said: "Over the last two years, cocktail demand has boomed as people at home served up Espresso Martinis and Mojitos to make staying in feel extra special. Now, as the on-premise reopens, consumers are enjoying the experience of being back in the bar and they're ordering cocktails more than ever before.

"This is a game-changer for the home bar. Tails Cocktails offer both incredible taste and convenience, making it easier than ever for people to enjoy the same flavour and complexity of a cocktail made from scratch, without any effort or expertise."

Sarah Nichols, marketing director for Bacardi-Martini Australia, said: "You can never replace the bar experience, however, we're wanting to make it hassle-free for people to recreate the magic of a cocktail moment at home. We're looking forward to working with our retail partners to establish the premium pre-batched cocktail segment to drive incremental value to the liquor category and deliver fantastic new choices and experiences for consumers."

Tails Cocktails will be available from April in liquor stores across Australia including Dan Murphy's, First Choice Liquor, Liquorland, BWS, and independent retailers. The launch will be supported by a digital-first marketing campaign.

30 March 2022 - Bethany Whymark