SERVED, the ready-to-drink cocktail and hard-seltzer brand co-owned by pop singer Ellie Goulding, has secured its first major grocery listing for its range of 8% ABV cocktails, joining its existing Hard Seltzers range in more than 300 Morrisons stores.
Listings for its cocktails will also follow in Central Co-op, Getir, and Gorillas this year, with further grocery listings planned for 2024.
Differentiated from current ready-to-drink cocktails on the market, SERVED naturally sweeten their cocktails with ‘wonky’ fruit instead of sugar.
The brand noted that the UK RTD category has grown 47.5% in the last five years and was worth £866m in 2022, as consumers look for high-quality cocktails in a convenient and sustainable format.
The listing in Morrisons comes off the back of strong performance in retailers such as Ocado, where SERVED is now the third largest brand in the RTD category in terms of retail sales value, behind only M&S and Gordons.
SERVED co-founder, Dean Ginsberg, commented: “We continue to see strong consumer demand for premium cocktails 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 SERVED range includes four of the most popular cocktails in the UK: Mojito, Passion Fruit Martini, Pina Colada, and Margarita. Each cocktail is made with natural and sustainably sourced ingredients, and a double measure of ServedPure vodka, white rum, or tequila.
Goulding said: “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.
“We are excited that even more people will be able to enjoy our bar-quality cocktails from Morrisons up and down the country.”
SERVED cocktails are available in Morrisons for £3.25 per 250ml can, or two for £6.
In September, it was announced that Heineken had bought a minority stake in SERVED.
