Heineken has bought a minority stake in SERVED, the ready-to-drink (RTD) brand co-owned by pop singer Ellie Goulding and the Ginsberg brothers.
Launched in 2020, the brand produces cocktails and hard seltzers with listings in several major supermarkets.
The firm stated that the partnership with the Dutch brewing giant will help SERVED grow further in the British RTD market, which was worth an estimated £866m in 2022.
In a statement, Goulding said: “We are excited to be partnering with Heineken – a family business with a strong vision for the category and set of values that align with our own.”
Dean Ginsberg noted the partnership as a “significant milestone,” and said although their focus has been to build the brand, their vision has “always been to lead the category.”
He added: “This partnership with Heineken will enable us to accelerate our growth and maximise the potential of the brand.”
Meanwhile, Boudewijn Haarsma, Managing Director of Heineken UK, commented: “Dean, Ryan and Ellie have built something unique and special in SERVED and we’re excited about the prospect of partnering with them and building the proposition for the future.”
Financial details of the deal were not revealed.
