Served hard seltzer to launch in Everyman cinemas

Hard seltzer brand Served, co-owned by singer Ellie Goulding, will soon be available in Everyman cinemas across the UK.

Served will launch in all 37 Everyman venues from 16 May. Goulding acquired a ‘significant’ stake in the brand in June 2021.

Produced in the English county of Herefordshire, where Goulding grew up, the hard seltzer is made by infusing sparkling spring water with surplus fruit and spirit.

Goulding said: “As a premium British hard seltzer brand, we are delighted to be working with Everyman, who are known and respected for their quality offering.

Served was co-founded by brother Dean and Ryan Ginsberg.

Dean Ginsberg added: “With 78% of 18 to 35-year-olds now conscious of the calories they consume with alcohol, and 60% of consumers saying that sustainability is the most important issue facing our planet, Served offers a delicious and refreshing option to enjoy at Everyman cinemas across the country, whilst simultaneously reducing food waste and impact on the environment.”

To mark the partnership, Everyman members will receive a complementary Served drink on ‘Members Mondays’.

Rich Linford, head of food and beverage at Everyman, said: “The hard seltzer market is growing rapidly and we wanted to find the right brand partner to launch this new category.

“We love the fact that Served is produced ethically in the UK with all-natural ingredients.”

In July last year, ex-Sainsbury’s chief executive Justin King, who led the UK supermarket chain from 2004 to 2014, was named as a senior board advisor for the hard seltzer.

Former Artesian bar manager Anna Sebastian also joined Served last year as head of brand.

Served recently unveiled its tree-planting initiative with bar group Darwin & Wallace and carbon-offsetting platform Ecologi.