Cocktail guru Ben Reed and drinks marketing specialist Hew Dalrymple are joining forces to launch a new range of cocktails in a bottle.
West Eleven Cocktails is a range of premium cocktails made from high quality spirits and natural fruits with no additives.
The company, backed by a private financier, hopes to tap into the popularity of cocktails in the on-trade by replicating them in the take-home sector.
"We want to expand the booming cocktail category beyond bars," said Dalrymple. "We hope to give consumers the same quality cocktail experience at home as in the on-trade. This is a category waiting to happen."
West Eleven hopes to follow in the footsteps of other premium entrepreneurial brands such as Gü and Green & Black's.
Its five-strong range of cocktails includes Blueberry Bramble, Passionfruit Mai Tai and Elderflower Collins. More cocktail blends are set to follow.
The cocktails will retail for £2.99 per 250ml bottle.
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