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Ellie Goulding’s Served lands Tesco listing

After reporting triple-digit gains last year, Ellie Goulding’s ready-to-drink (RTD) brand, Served, has secured a listing in UK supermarket Tesco.

Served co-founders Dean and Ryan Ginsberg with singer Ellie Goulding (pictured centre)

Served, which saw sales skyrocket by 258% in the year to 31 January 2024, can now be purchased in more than 400 Tesco stores.

It marks an expansion of the brand’s footprint in the UK, where it is currently available in Ocado, Co-op and Morrisons.

Goulding, who took a stake in Served in June 2021, said: “It’s amazing to have Tesco, the UK’s largest retailer, supporting our vision to premiumise the mainstream in the RTD category.

“It’s going to be a big year for us at Served, as millions of Gen Z drinkers will get to know our amazing cocktails and what makes us stand out from the crowd – our double spirit measure, our own premium ServedPure vodka, rum and Tequila, and our wonderfully wonky natural ingredients.”

Three of Served’s range of 8% ABV canned drinks will be available in Tesco: Passionfruit Martini, Mojito and Margarita. The 250ml cans will be priced at £2.75 (US$3.50).

Served co-founder Dean Ginsberg said: “Landing our cocktail range in Tesco is a significant milestone for us as we look to make premium bar-quality cocktails accessible to even more people up and down the country.

“Our insights show that younger drinkers are replacing beer, spirits and wine with premium ready-to-drink options that taste great and are easy to enjoy across a wide range of occasions, whether that’s on the go, at home, or out with friends.

“The ready-to-drink cocktail category grew by 14.6% last year [Nielsen], with premium offerings driving the majority of this growth, so what excites us the most is the opportunity to trade consumers up from mainstream brands to a premium proposition at an accessible price point, representing fantastic value.”

Produced in Goulding’s home county of Herefordshire, Served is made with ‘wonky’ fruit to reduce food waste and ‘natural’ ingredients.

Served cocktails will also be launching with wholesaler Booker.

The UK arm of Heineken obtained a ‘significant minority’ stake in Served last year.

It followed the brand’s move into ‘bar-quality’ canned cocktails after initially launching as a hard seltzer range.

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