Ocado has secured a new listing with cocktail brand Long Tail to bring a range of mixers designed for creating longer and more ‘sessionable’ classic cocktails, as consumers are drinking increasingly more at home this winter.
The new range at the online retailer, which includes a diverse flavour portfolio to either mix with spirits or enjoy by itself, enables consumers to recreate longer and more flavour-complex drinks, without the extensive ingredient list.
Following an evolution in at-home drinking, which has seen consumers become more experimental with their alcohol and alcohol-free based at home mixology, the Long Tail range offers a modern approach mixing.
Launched as the UK’s first and only dark spirits specific mixer in 2018, Long Tail offers five different flavours, such as Island Spice, Ginger and Lime, Lemon Sour and Blood Orange, among others.
The brand has since expanded to now include a range of flavours for both dark, light and alcohol-free sprits mixology, spurred on by both the rise in popularity of dark-spirits based cocktails, as well as the trend towards more ‘sessionable’ cocktail consumption and rise in low and no-alcohol for UK consumers.
Following a successful launch period with Sainsburys, the full range of Long Tail Mixers are now available through Ocado, priced at £2.10 per bottle.
Earlier this year, Waitrose partnered with beverage giant Diageo to introduce dedicated areas that offer the retailer’s full range of over 70 low and alcohol free drinks.
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It comes as the Coca-Cola Company and Pernod Ricard have teamed up to launch an Absolut Vodka and Sprite ready-to-drink pre-mixed cocktail this month.
Long Tail co-founder, Tom Wiggett said: “Given the power of e-commerce, launching with Ocado has been a key milestone for us, and we’re excited to bring the experimental nature and unique flavour profile of Long Tail to Ocado shoppers.
“There’s been a notable change in at home mixology – not only are consumers experimenting with dark spirits mixology, but the rise in moderation has also meant they are looking to create more sessionable drinks which can be enjoyed over a longer period of time.
“Long Tail is well positioned to tap into this trend, enabling people to re-create those longer and more complex cocktails, but without the extensive ingredient list!”
