Cocktails entrepreneur shows the right spirit
A MIDLAND businessman has demonstrated his entrepreneurial spirit by developing a new range of cocktails designed to be drunk at home.
Nick Wall has created a sophisticated range of cocktails packaged in real shakers and the product has already captured the imagination of up-market retailer Selfridges.
Mr Wall was invited to the company’s iconic store in Birmingham to mark the full launch of the product, branded Tails.
Tails was developed with the support of the Manufacturing Advisory Service – West Midlands’ (MAS-WM) New Product Development Programme, Business Link and funding from the Advantage West Midlands-backed Proof of Concept Fund and Innovation Networks.
MAS-WM introduced Coventry-based Smallfry Design to Mr Wall, who chose them to undertake the design and development of the product.
The cocktails will be sold exclusively for five weeks across Selfridges’ four stores in Birmingham, Manchester and London before being rolled out to other high-end retailers.
Mr Wall expects first year activity to generate sales in excess of £600,000 with plans already in place to add new flavours to the existing three-strong range, while he is also looking at promotional gift ideas and further diversification.
He said: “I’ve always been passionate about cocktails, but was getting increasingly frustrated at the poor and weak tasting products available to buy for home consumption.
“Following a bit of anecdotal research it became clear that there was a gap in the market to introduce a premium experience and brand that actually replicated bar cocktails.”
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That was in 2007 since when he has honed his idea to create a product that combines innovative packaging, convenience and a balance of premium spirits and ingredients so people can enjoy a bar-quality cocktail in their home.
Initially, the Tails range features three iconic cocktails: Cosmopolitan, Mai Tai and Espresso Martini.
“Getting Selfridges on board is a major achievement and reflects the premium branding of Tails,” added Mr Wall.
Roy Pulley, head of the MAS-WM, said: “This is a great West Midlands success story and highlights that the region’s outstanding enterprise, innovation capability and determination, brought together in a structured product development process, really can deliver new products to market.”
