Ellie Goulding’s Served RTD brand has launched a new range of full-strength cocktails targeting the at-home drinking occasion.
Launching nationwide in Morrisons from next month, the range of 14.9% abv drinks comprises: Lychee Martini, Strawberry Daiquiri, Espresso Martini and Cosmopolitan (rsp: £3.90/125ml).
The quartet would target “consumers looking to replicate bar serves at home”, Served said.
Each cocktail had been “expertly crafted” using Served’s ‘Founders Reserve’ spirits and “the finest natural, sustainably sourced ingredients”, it added.
They join a Served lineup that includes 250ml 8% abv cocktails – launched in 2023 – and 4% abv hard seltzers.
There was growing demand for “high-quality cocktails in a convenient and sustainable format”, Served noted, citing NIQ data that showed the premium RTD cocktail category was growing at 82% year on year.
“We’re hugely excited about this launch,” said Served co-founder Dean Ginsberg. “We are delivering genuine innovation to the super premium cocktail category with new cocktails not currently on shelf.”
As Served’s shoppers were younger than “super premium brands on the market”, the brand could “add real value and drive incremental growth” with its latest NPD, Ginsberg predicted.
Served was created by Goulding and brothers Dean and Ryan Ginsberg in 2020. Heineken took a minority stake in the brand in September 2023.
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