Rsp: £11.99 for 50cl
Competition: Smirnoff’s Perfect Pour range (12.5% abv), VnC by Whyte & Mackay (13.9% abv).
The sell: The do-it-yourself format of Tails and the higher alcohol content (18% abv) will help it stand out among its bigger-brand rivals.
The consumer
The concept of the container as a cocktail shaker was a clever idea, but the packaging is rather dull it needs to be brighter and have bolder writing to catch the consumer's eye. I could not taste any vanilla in it, which is a shame as that would have balanced out the initial overpowering coffee-alcohol taste. I did like the texture and, despite everything, found the cocktail easy to drink. Three stars (out of five)
Dawn Howson, finance underwriter, Epsom
The packaging looks like a traditional cocktail shaker, which is good, but it is a little flimsy and can cause spillage when opening. There are clear instructions on how to use it but, again, the container does not feel robust enough to be vigorously shaken. The liquid has strong dark coffee aromas, in keeping with the espresso name, but the taste is overpoweringly strong with too much emphasis on alcohol. A more subtle balance would work better. One star
Paul Miller, category manager, Capper & Co
On paper, Tails looks classy and sleek, but the bottle isn't as impressive 'live'. The drink was pleasant enough, but an extra dash of sweetness would not go amiss. The alcohol taste was a bit strong with its 18% abv. Launching a do-it-yourself format in the blossoming pre-prepared cocktail market is a good idea. However, the taste has to be spot on if it's to stand the test of time, but it's a good start. Three stars
Lisa Riley, senior products reporter
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