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Ellie Goulding invests in Served hard seltzer
English singer-songwriter Ellie Goulding has acquired a ‘significant’ stake in hard seltzer brand Served.
Produced in the English county of Herefordshire, where Goulding grew up, Served is made by infusing sparkling spring water with surplus fruit and spirit.
The 4% ABV brand is plant-based, gluten-free, sugar-free and contains 57 calories. It is available in two flavours: lime and raspberry.
Served founders, brothers Ryan and Dean Ginsberg, were introduced to Goulding through a mutual friend.
Goulding said the brand is “the best hard seltzer I’ve tasted by quite some margin” and is “driven by care and respect for the natural world at this crucial point”.
“I’ve always enjoyed a social drink with friends, but I also lead a busy lifestyle and I am passionate about my health, fitness, and the environment,” she explained. “Served is a brand that allows me to have it all – a delicious and refreshing alcoholic drink without all the calories, sugar and bad stuff.”
Goulding continued: “We are going to take on some of the biggest brands on the planet, but do it our way.”
Served is available in the UK through Selfridges, Harvey Nichols, Planet Organic and WH Smith. The brand will continue to expand its retail footprint alongside major growth in key global markets including Ireland, France and Spain.
Dean Ginsberg said: “We are thrilled to welcome Ellie as a co-owner of Served and excited to build a global brand alongside her. Ellie embodies everything that we stand for at Served and she will be an integral part of the brand as we continue to grow.”
Served comes in fully recyclable cans and uses fruit that would have otherwise gone to waste. In addition, 5% of profits from each can sold are given to environmental projects and to help critically endangered species across the globe.
Goulding added: “We refuse to compromise on quality nor the health of the natural world. We use ‘wonky fruit’ as an intervention on food waste, the most innovative ecological packaging materials we can think of and we will support habitats, people and animals on the frontline of the nature crisis. We will continue to be 100% transparent.”
Terms of the deal have not been disclosed.