Close Menu

Heineken acquires stake in Served RTDs

The UK arm of Heineken has obtained a ‘significant minority’ stake in Served, the ready-to-drink (RTD) brand co-owned by pop star Ellie Goulding.

Heineken UK acquires stake in Ellie Goulding brand Served
L-r: Dean Ginsberg, Boudewijn Haarsma, Ellie Goulding and Ryan Ginsberg

Brothers Dean and Ryan Ginsberg launched Served as a hard seltzer brand in 2020, with Goulding coming on board in 2021.

While the terms of the deal have not been disclosed, the strategic partnership will see Heineken support the brand into its next stage, and provide Served with the opportunity to become a leader in the wider UK RTD market.

“This is a significant milestone for the business,” said Dean Ginsberg. “To date, our focus has been on building a brand that truly resonates with the next generation of drinkers.

“We are extremely proud of what the team has achieved in a short period of time, but our vision has always been to lead the category, and this partnership with Heineken will enable us to accelerate our growth and maximise the potential of the brand.”

The Ginsbergs will continue to build the brand independently as they further establish its premium and ‘better-for-you’ positioning.

Boudewijn Haarsma, managing director of Heineken UK, added: “We have been interested in expanding our premium portfolio beyond beer and cider, seeking the right opportunity to invest in new growth categories.

“Dean, Ryan and Ellie have built something unique and special in Served and we’re excited about the prospect of partnering with them and building the proposition for the future.”

Goulding said: “It’s always been important to us that any partner of Served must share the same values and vision for the future.

“Through our discussions and work together over the last nine months, we are excited to be partnering with Heineken – a family business with a strong vision for the category and set of values that align with our own.”

Earlier this year, the brand made the move into ‘bar-quality’ canned cocktails.

The Served range uses natural and sustainably sourced ingredients, ‘wonky’ fruit and premium spirits, with no added sugar.

Served is available nationwide and can be found at retailers including Selfridges, Harvey Nichols, and Planet Organic.

Last year UK cinema chain Everyman Cinemas began stocking Served.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No