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Served moves into canned cocktails

Pop star Ellie Goulding’s hard seltzer brand, Served, has launched a range of ‘bar-quality’ canned cocktails.

The range includes three naturally sweetened cocktails presented at 8% ABV

Served’s ready-to-drink (RTD) cocktail range is composed of three of the UK’s ‘most popular’ flavours: Mojito, Passion Fruit Martini, and Piña Colada.

All of the cocktails are presented at 8% ABV and have have been created to ‘bridge the gap’ between inferior quality, low-ABV canned cocktails and ‘less sessionable’ 10% ABV-and-above offerings.

Served co-founder Dean Ginsberg commented: “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 producer says it has used natural and sustainably-sourced ingredients, wonky fruit, and premium spirits, and will become the first RTD cocktail brand to offer full ingredient and nutritional information on pack.

Served has chosen to naturally sweeten its cocktails with real fruit instead of sugar, giving them an ‘authentic and refreshing’ flavour profile in a category that it says has previously been dominated by ‘sickly sweet, artificial tasting’ products.

The UK RTD category has grown by 47.5% in five years and was worth £866m (US$1.07bn) in 2022, according to the UK White Spirits and RTDs Market Report 2023 by Mintel.

Furthermore, the RTD cocktail category grew by 24% last year, as consumers sought to enjoy high-quality serves in a convenient and sustainable format.

Starry Eyed singer Goulding added: “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 (US$3.72) per 250ml can and will be available to purchase from Ocado, WHSmith, Daylesford Organic, Amazon, and the Served website.

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