Former Asahi CEO joins ex-Sainsbury’s boss in Served investment

Retail veterans, Hector Gorosabel the former CEO of Asahi Europe and the former managing director of Lion Beverages have been appointed as senior brand advisors of Served, the hard seltzer drink, co founded by Ellie Goulding.

They join Justin King, former Sainsbury’s CEO, who already sits on the company’s advisory board.

The appointments come as part of a large-scale investment round to support Served’s rapid growth, as the brand is on a mission to redefine what drinking looks like for the modern health-conscious consumer.

READ MORE: More than half of UK consumers want to tax companies for promoting unhealthy choices

The hard seltzer category is one of the fastest-growing drink categories in the UK, with retail sales surging by 39% over the last year.

This rapid growth is set to continue as the category builds momentum with ‘better-for-you’ drinking experiences with fewer calories, less sugar, and natural ingredients.

The FMCG brand also currently holds a staggering 50.1% market share of the hard seltzer category at major retailer, Ocado.

Served is crafted in Herefordshire, where Goulding grew up, by infusing sparkling spring water with wonky fruit and pairing this with their own ServedPureTM spirit.

“We are delighted to welcome Hector and Matt as investors and onto our advisory board. It’s a hugely exciting time for the brand and the hard seltzer category more broadly,” co-founder and joint-CEO for Served Dean Ginsberg, said.

“We have ambitions to lead the category, go the distance, and change the way the next generation drinks – and to do this, we need the very best people around us.”

Gorosabel added: “Served is a thoughtful and expertly crafted beverage that is quickly establishing itself in the repertoire of UK consumers.

“The team’s proven ability to build meaningful connections with younger consumers will only serve to accelerate this trend. I have no doubt that Served will become the hard seltzer brand by which all others are measured.”

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