SERVED, the ready-to-drink (RTD) brand co-owned by pop singer Ellie Goulding, is launching a new range of 8% ABV cocktails in 250ml cans this week.
The cocktails will be available nationwide in Ocado and WHSmith this week (£3.00 per can), as well as in on-trade venues, including Honest Burgers. Further retail and on-trade launches are scheduled for later in the year.
SERVED will initially launch a Mojito, Passion Fruit Martini, and Pina Colada – three of the most popular cocktails in the UK, aimed at bridging the gap between low-ABV canned cocktails and higher-ABV, 10% and above offerings.
The brand stated that it continues its focus on quality and sustainability, using only natural and sustainably sourced ingredients, wonky fruit, and premium spirits. It also noted that it will become the first ready-to-drink cocktail brand to offer full ingredient and nutritional information on pack.
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 UK RTD category has grown 47.5% in five years and was worth £866m in 2022. The ready-to-drink cocktail category grew by 24% last year as consumers looked to enjoy cocktails in a convenient format.
Ellie 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.”
