West Eleven teams up with Bibendum
Drinks wholesaler Bibendum is getting behind the on-trade launch of West Eleven, a new range of pre-mixed, premium cocktails.
The West Eleven range consists of five premium cocktails - all classics with a contemporary twist: classic mojito, pomegranate cosmo, passionfruit mai tai, elderflower collins and blueberry bramble.
The drinks range from 8.1 to 8.5 per cent ABV and are made in the UK from authentic raw ingredients including 100 per cent grain vodka, hand-blended Jamaican and Cuban rums and natural fruit.
Hew Dalrymple, managing director of West Eleven, said: "We're delighted that Bibendum shares our vision for West Eleven, which we believe represents a genuinely ground-breaking concept, and look forward to working with its specialist spirits division to build sales and distribution."
Michael Saunders, managing director of Bibendum, added: "We're convinced there is a substantial market for these cocktails in the on-trade, where an outlet wants to offer consistently made, premium cocktails but perhaps lacks the time, ingredients, staff or expertise to make them."
The cocktails have been created by Ben Reed from IPBartenders, one of the best-known figures in the UK bar industry. "My main issue was one of compromise: I didn't want to make any," says Reed.
The new drinks, designed to be served chilled, shaken and poured over ice, are aimed primarily at discerning drinkers, aged 25 and upwards, who want quality and style combined with convenience.
They will launch in pubs in June and are expected to sell for between £5 and £6.50 per 250ml bottle.
