Pictured above: (l-r) Sandy Johal (MAS-WM), Nick Wall (Tails) and Roy Pulley (MAS-WM)

A new drinks brand born in Birmingham is set to revolutionise the way we drink cocktails at home.

Tails is the brainchild of young entrepreneur Nick Wall, who has taken the germ of an idea in 2007 and developed it into a premium brand that is set to be launched in one of Britain's leading retailers today.

The product, a sophisticated range of cocktails packaged in real shakers, 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.

Backed by support from the Manufacturing Advisory Service-West Midlands (MAS-WM)'s New Product Development Programme and Business Link, the company 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, look at promotional gift ideas and explore diversification.

Nick picked up the story: "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."

He continued: "That was back in 2007 and the following three years have been spent honing the idea, developing a product that combines innovative packaging, convenience and a balance of premium spirits and ingredients to deliver the taste of bar quality cocktails in your home."

Initially, the Tails range features three iconic flavours; a sophisticated Cosmopolitan, an exotic Mai Tai and an indulgent Espresso Martini.

All three cocktails have an 18% ABV providing accurate bar strength and are packaged in real 'shakers' that have been cleverly designed so that each contains four 125ml measures and allows you to add ice, shake and pour perfect cocktails. Each shaker is also recyclable.

MAS-WM introduced Coventry-based Smallfry Design to Nick, who eventually chose them to undertake the design and development of the product, aimed primarily at 25-45 year-olds who love cocktails. 

Tails are ideal for numerous occasions, including drinks before going out, a girls' night in, a BBQ, parties or simply as a gift.

Nick continued: "All of the market research we completed suggested that Tails are going to be extremely popular and what really topped it off was a special blind tasting session we completed against a cocktail bar. We won.

"Getting Selfridges on board is a major achievement and reflects the premium branding of Tails. As the recent winner of the world's best department store they are the perfect launch platform and retail partner."

Tails has received significant support from the West Midlands business support community with the Manufacturing Advisory Service providing the mentoring and grant funded product development support.

This has been complemented with ongoing assistance from Business Link and funding from the Advantage West Midlands-backed Proof of Concept Fund and Innovation Networks.

"The external support we have received has been outstanding and really helped turn the idea into reality. Tails would simply not be where it is now without it," continued Nick, who used to be involved in international real estate investment.

"The NPD Panel, which has overseen the development process, has been a great sounding board at regular key stages, a critical aspect of the product development and a great source of specialist advice through the consultants they brought in."

Roy Pulley, Head of the Innovation Team at MAS-WM, commented: "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.

"What it has also shown quite clearly is how four business support organisations have worked together to support a young entrepreneur with high-growth potential ...advice and specialist guidance at its best."

The Tails range, which retail at £11.99, are available at all four Selfridges stores from July 29th.