LWC adds Bacardi-owned cocktail range to its Signature Brands portfolio

LWC, the UK’s largest independent drinks wholesaler, has added Bacardi-owned Tails pre-batched cocktails to its Signature Brands portfolio.

The arrangement follows almost 100% year-to-date growth in both sales and volume across its customer base.

Developed for the on-trade before expanding into retail, Tails combines Bacardi spirits with cocktail recipes in a ready-to-pour format. The range helps operators reduce preparation time, minimise waste and serve high-quality cocktails consistently.

Across LWC’s customer base, Passion Fruit Martini, Espresso Martini, Mojito and Margarita have emerged as the strongest-performing serves and will be the focus of the range within the portfolio. Each variant comes in one-litre bottles.

By joining LWC’s Signature Brands portfolio, Tails will benefit from enhanced support through the wholesaler’s nationwide network of more than 120 account managers and dedicated brand activation managers, who work directly with customers to develop profitable drinks menus, drive trial and unlock growth opportunities.

Nic Ponticakis, spirits category manager at Signature Brands, said: “Tails has already established itself as a real success with our customers. The growth we’ve seen reflects a clear appetite from operators for premium cocktails that are easy to serve, without compromising on quality.

“Cocktails remain an important profit driver for many venues, but operators are under constant pressure to balance speed of service, consistency and profitability. Tails unlocks all three, helping venues deliver bar-quality cocktails quickly while reducing waste and maintaining a consistently high standard.

“We only add brands to our Signature Brands portfolio where we can see a genuine opportunity to create value for our customers, and Tails is a great example of that. By working closely with Bacardi, we’re confident we can help even more operators grow their cocktail sales and make premium serves easier to deliver in every type of venue.”

Rich Holt, UK on-trade sales director at Bacardi, said: “We’re delighted to be strengthening our partnership with LWC through the addition of Tails to their Signature Brands portfolio.

“The range has already demonstrated strong momentum across LWC’s customer base, and with LWC’s reach and expertise, we see a clear opportunity to build on that success and bring premium cocktail experiences to even more venues across the UK.”

The addition of Tails reflects LWC’s approach to building a Signature Brands portfolio that goes beyond distribution, focusing on brands that meet evolving consumer demand while helping customers grow sales and profitability through dedicated support and activation.