Ellie Goulding’s SERVED Launches Cocktails in a Can

SERVED, the award-winning ready-to-drink brand, co-owned by Ellie Goulding will launch a new range of 8% ABV bar-quality cocktails in 250 ml cans. The premium range of cocktails will be available nationwide in Ocado and WHSmith this week, as well as in the popular on-trade venues including Honest Burgers. Further major retail and on-trade launches are scheduled for later in the year.

SERVED will initially launch a Mojito, Passion Fruit Martini, and Pina Colada – three of the most popular cocktails in the UK, bridging the gap between inferior quality, low-ABV canned cocktails and less sessionable higher-ABV, 10% and above offerings.

The brand continues its focus on quality and sustainability, using only the finest natural and sustainably sourced ingredients, wonky fruit, and premium spirits, and will become the first ready-to-drink cocktail brand to offer full ingredient and nutritional information on pack.

Differentiated from current ready-to-drink cocktails on the market, SERVED will naturally sweeten their cocktails with real fruit instead of sugar, giving them an authentic and refreshing flavour profile in a category that has previously been dominated by sickly sweet, artificial tasting products.

SERVED co-founder Dean Ginsberg comments, “We have spent 18-months sourcing the finest natural ingredients and developing genuine bar-quality cocktails in a can. The SERVED 8% ABV proposition, the equivalent of a double measure, not only delivers on quality and taste, but is also ideally suited to be enjoyed across a wide range of occasions; whether that’s on-the-go, at home, in the park, or out with friends.”

The UK RTD category has grown 47.5% in five years and was worth £866m in 2022[1]. The ready-to-drink cocktail category grew by an astonishing 24% last year, as consumers look to enjoy high-quality cocktails in a convenient and sustainable format, a trend that shows no signs of slowing down.

Ellie Goulding adds, “Our hard seltzers continue to grow rapidly, with category leading performance in retailers like Ocado and Morrisons, so it’s hugely exciting to build on this momentum as we launch our premium ready-to-drink cocktails.”

“We set out to create cocktails that are as fresh and delicious as the ones in your favourite bar, but in a convenient format, allowing everyone to enjoy a high-quality drinking experience, wherever they choose. I call myself our ‘chief tasting officer’ as I taste every recipe with my team and the quality and flavour is second to none.”

“Our award-winning drinks are made for modern lifestyles without compromising flavour – for those who want to live life to the full, never miss a moment, and tread lightly on our planet.”

SERVED cocktails are priced at £3.00 per 250ml can and will be available to purchase from Ocado, WHSmith, Daylesford Organic, Amazon and the SERVED website.

SERVED cocktails are crafted in Herefordshire, where Ellie grew up, using 100% natural ingredients – and are made with wonky fruit to help reduce food waste. They are also vegan, gluten free, and do not contain added sugar.

Source: SERVED