Ellie Goulding’s Served launches new super premium range
Served, Ellie Goulding’s award-winning RTD brand, has announced its latest innovation: a range of super premium full-strength cocktails targeting the at home drinking occasion.
Following the success of its double measure 250ml 8% ABV premium accessible range in both retail and convenience channels, Served is recognised as the fastest-growing ready-to-drink cocktail brand in the UK, with Heineken acquiring a minority stake in the brand in September 2023.
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 cult 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 expertly crafted with Served Founders Reserve spirits and the finest natural, sustainably sourced ingredients – and designed to be shaken in the can before pouring into glassware to deliver a perfect bar serve every time. The tactile design is deliberately elevated to replicate that super-premium experience consumers would expect, but delivered in an easy-to-serve, sustainable format.
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 premium RTD cocktail category is growing at 82% year-on-year (Nielsen, 27 January 2024), the fastest growing category within 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 2025.
Dean Ginsberg, co-founder of Served, explains: “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”.
Ellie Goulding, co-founder of Served, adds: “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.”
