Served, the ready-to-drink (RTD) cocktail brand co-owned by pop singer Ellie Goulding and the Ginsberg brothers, has expanded its retail footprint in the UK with its launch in more than 400 Tesco stores and Booker depots.
The move comes just months after Heineken UK acquired a minority stake in Served for an undisclosed sum.
Amid a boom in the popularity of canned cocktails, the brand is currently experiencing triple-digit year-on-year growth following listings with Ocado, Central Co-op and Morrisons.
“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,” said Dean Ginsberg, Served co-founder.
“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, 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.”
Served will launch a range of three of its most popular cocktails in Tesco, including a Passionfruit Martini, Mojito and Margarita. Each includes a double measure of ServedPure premium vodka, rum or tequila, and wonky fruit to help reduce food waste, packaged in recyclable cans.
“It’s amazing to have Tesco, the UK’s largest retailer, supporting our vision to premiumise the mainstream in the RTD category,” Goulding commented.
“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.”
The launch is to be supported by a multi-channel campaign encompassing OOH, digital, social media, sampling and influencer activity.
