Ellie Goulding’s RTD brand Served secures Booker listing

Served, Ellie Goulding’s award-winning RTD brand, has expanded its UK footprint with a nationwide launch of its premium 8% ABV cocktails in more than 400 Tesco stores.

It will also be made available in Booker to service significant demand in the wholesale and convenience channels.

The launch continues Served’s triple-digit YoY growth trajectory, following success with grocers Ocado, Central Co-op and Morrisons, as the boom in popularity of premium canned cocktails shows no signs of slowing down.

“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,” Dean Ginsberg, Served co-founder, said.

“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 per cent 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. All crafted with the finest natural and sustainably sourced ingredients, each including double measure ServedPure premium vodka, rum or tequila, and real wonky fruit to help reduce food waste, packaged in infinitely recyclable cans.

“It’s amazing to have Tesco, the UK’s largest retailer, supporting our vision to premiumise the mainstream in the RTD category,” Ellie 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.

Served cocktails are crafted in Herefordshire, where Goulding grew up, using 100% natural ingredients – and are made with wonky fruit to help reduce food waste. They are also vegan, gluten-free, and do not contain added sugar.

In September last year, Heineken UK has acquired a significant minority stake in Served for an undisclosed sum.