Heineken UK has acquired a significant minority stake in Ellie Goulding’s ready-to-drink (RTD) brand Served, for an undisclosed sum.
The brand, which was created in 2020, offers a range of cocktails and hard seltzers using sustainably sourced ingredients, ‘wonky’ fruit and premium spirits.
It has since become one of the fastest growing RTD brands in the UK, available in supermarkets including Morrisons, Ocado and Planet Organic.
The strategic partnership will see Heineken supporting Served in its next stage as it looks to take a leadership position in the wider UK RTD market.
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However, Goulding, alongside co-founders Dean and Ryan Ginsberg, will continue to build the brand independently as they aim to establish its premium positioning.
This comes as the UK RTD category has grown 47.5% in five years and was worth £866m in 2022.
Speaking of the collaboration, Goulding said: “It’s always been important to us that any partner of Served must share the same values and vision for the future.
“Through our discussions and work together over the last nine months, we are excited to be partnering with Heineken – a family business with a strong vision for the category and set of values that align with our own.”
Heineken UK managing director Boudewijn Haarsma added: “We have been interested in expanding our premium portfolio beyond beer and cider, seeking the right opportunity to invest in new growth categories.
“Dean, Ryan and Ellie have build something unique and special in Served and we’re excited about the prospect of partnering with them and building the proposition for the future.”
