Morrisons has launched Ellie Goulding’s hard seltzer brand, Served across select stores and online as part of its ‘Growing British Brands’ accelerator programme.
The drink, which is made by infusing sparkling spring water with wonky fruit and the brands ServedPure vodka, will be available at the supermarket giant in two flavours, lime and raspberry for £2.20 each.
Containing 57 calories, the plant-based and gluten-free 4% ABV beverage is also free from sugar or sweetners.
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“We’re really pleased to be able to offer our customers Served as it is just the sort of drink they are looking for,” Morrisons senior sourcing manager, Darren Smith said.
“The products taste delicious and the brand has really impressed us with its drive and ambition too. We’re thrilled to be working with them as part of our Growing British Brands programme and look forward to continuing to support the team over the coming months.”
Served co-owner Ellie Goulding added: “We couldn’t be more excited to partner with the Morrisons team to launch Served with its ‘Growing British Brands’ programme this January.
“It’s fantastic to see them championing British brands and we look forward to working with them to establish Served as the category leader when it comes to quality, provenance and sustainability.”
