Long Tail sets sights on international markets

Long Tail Mixers has targeted international expansion as the premium mixers category continues to soar gloablly.

Long Tail has three core expressions; Blood Orange, Island Spice and Ginger Lime and they’re all designed to be mixed with dark spirits.

Alex Jollivet, co-founder of Long Tail Mixers, said: “Premium tonic water is growing rapidly as a category, but we’re targeting dark spirits rather than gin and vodka.

“In the UK there are few alternatives to a rum and Coke, so we feel there is a big opportunity to provide complimentary mixers to darker spirits.”

Long Tail is stocked at Selfridges, Amazon, 31Dover and other retailers, but Jollivet is open to further expansion.

Jollivet added: “It would be difficult to sell Long Tail to places like the Caribbean, where we got the inspiration for the brand, because their rum traditions are so heavily engrained in their culture.

“But we’re totally open to places such as the US and wider Europe.”