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Ellie Goulding’s Served launches in on-trade
Served, the ready-to-drink (RTD) brand co-owned by pop star Ellie Goulding, has introduced three cocktails for the UK on-trade.
Labelled ‘Perfect Serve’, the range comes in three cocktails offered in recyclable aluminium 150-200ml single-serve cans: Passion Fruit Martini (12.5% ABV), Espresso Martini (12.5% ABV), and Mojito (9.4% ABV).
The Espresso Martini is a new addition to the brand’s lineup and the range has been designed specifically for the on-trade, where the three cocktails are the most popular.
Each RTD is made with natural, sustainably sourced ingredients and features a double measure of Served Founders Reserve vodka, rum or Tequila.
Goulding said: “These are as fresh and delicious as the cocktails made from scratch in your favourite bar, but in a convenient format, allowing venues that don’t specialise in making cocktails from scratch to deliver a high-quality drinking experience every time.”
The cocktails are vegan, gluten-free and made in the UK with the use 100% natural ingredients and wonky fruit to help reduce food waste.
“Our new cocktails were developed to support the on-trade as insights showed a clear demand for premium ready-to-drink cocktails that match the quality and taste of cocktails made from scratch but can be prepared without staff training, equipment or waste,” added Dean Ginsberg, co-founder of Served.
“With 9.4 million people, just over 20% of the population, enjoying cocktails out of home last year, we’re excited to offer a premium cocktail solution that will help venues up and down the country deliver genuine bar-quality cocktails in less than 10 seconds.”
Earlier this year, the brand secured a listing in UK supermarket chain Tesco.
It expanded into ‘bar-quality’ canned cocktails last May, having previously just offered hard seltzer flavours.
Served was also acquired by The UK arm of Heineken in a ‘significant minority’ stake last September to support the brand into its next stage.
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