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Ellie Goulding’s Served debuts in Morrisons

Pop star Ellie Goulding’s hard seltzer brand, Served, has secured a listing with UK supermarket Morrisons.

Ellie Goulding Served Morrisons
Served Lime Hard Seltzer and Served Raspberry Hard Seltzer are now available in Morrisons

The listing is part of Morrisons’ Growing British Brands accelerator programme.

Goulding commented: “We couldn’t be more excited to partner with the Morrisons team to launch Served with its Growing British Brands programme this January.

“It’s fantastic to see them championing British brands and we look forward to working with them to establish Served as the category leader when it comes to quality, provenance and sustainability.”

The Growing British Brands programme has been created to give producers the potential to sell products in all 498 Morrisons stores, as well as listings on and wholesale channels, such as Amazon.

Darren Smith, senior sourcing manager at Morrisons, said: “The products taste delicious and the brand has really impressed us with its drive and ambition too.

“We’re thrilled to be working with them as part of our Growing British Brands programme and look forward to continuing to support the team over the coming months.”

Served has been designed for the ‘modern health-conscious consumer’, and is aimed at those who enjoy drinking in moderation.

It is crafted in Goulding’s home county of Herefordshire, UK, and is made by infusing sparkling spring water with ‘wonky’ fruit before being paired with the brand’s Served Pure vodka.

The result is a 4% ABV plant-based, gluten-free alcoholic sparkling water which is said to offer a crisp, fresh flavour, with a touch of natural sweetness.

Each 250ml can of Served hard seltzer contains 57 calories. It has no sugar, sweeteners or anything artificial.

Served Lime Hard Seltzer and Served Raspberry Hard Seltzer are now available in Morrisons for £2.20 (US$2.67) each.

Goulding first invested in Served in summer 2021. Since then, the brand has expanded its board of directors to include two drinks industry veterans.

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

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