SERVED, the ready-to-drink brand co-owned by pop singer Ellie Goulding, has announced its latest innovation: a range of super premium full-strength cocktails targeting the at-home drinking occasion.
SERVED is the fastest-growing ready-to-drink cocktail brand in the UK following the success of their double measure 250ml 8% ABV range in both retail and convenience channels.
The new super premium full-strength range, with an RRP of £3.90, specifically targets consumers looking to replicate bar serves at home and includes four bar favourites: Lychee Martini (14.9% ABV, 125ml), Strawberry Daiquiri (14.9% ABV, 125ml), Espresso Martini (14.9% ABV, 125ml), and Cosmopolitan (14.9% ABV, 125ml).
Each cocktail is crafted with SERVED Founders Reserve spirits and natural, sustainably sourced ingredients – and designed to be shaken in the can before pouring into glassware.
The range has recently won two Gold (Lychee Martini and Cosmopolitan) and two Sliver (Strawberry Daiquiri and Espresso Martini) Awards at the Pre-Mixed & RTD Masters 2024.
The brand noted that the premium RTD cocktail category is growing at 82% year-on-year, the fastest-growing category within the total alcohol, as consumers look to enjoy high-quality cocktails in a convenient and sustainable format.
The range has a national retail roll out planned from February.
Dean Ginsberg, co-founder of SERVED, said: “We’re hugely excited about this launch. We are delivering genuine innovation to the super premium cocktail category with new cocktails not currently on shelf. As a brand SERVED also attracts a much younger consumer compared to current super premium brands on the market – so we can add real value and drive incremental growth to the category”.
Goulding added: “These are my new go-to cocktails at home when I want to enjoy a fancy cocktail with my friends or family. They’re as fresh and delicious as the cocktails in your favourite bar, but in a convenient super premium format, allowing everyone to enjoy a high-quality drinking experience at home.”
