Ready-to-drink vodka brand Served is set to launch a new Vodka+ range, landing exclusively in Tesco stores.

The new product combines fruit flavours with premium vodka, coconut water and Himalayan pink salt.

There are two variants available, Blue Raspberry and Black Cherry, in a 330ml format for an RRP of £3.30.

This range of products will launch exclusively with Tesco until January, followed by a national roll-out across grocery and convenience channels.

The business aims to bring an innovative product that creates a standout position within the booming RTD category.

Dean Ginsberg, co-founder of Served said: “When we started developing Vodka+, we began with a simple consumer insight: refreshment is the number one purchase driver in RTDs. We saw an opportunity to do something genuinely different.

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“We believe Vodka+ can create a new space within RTDs rather than simply competing for a share within existing propositions.

“This is our boldest innovation since launching Served, and we believe it has the potential to bring new consumers, new occasions and incremental value into the category.”

The launch will be supported by a major integrated marketing campaign to boost product visibility.

The marketing activity will launch across Served and Ellie Goulding’s social channels alongside retail, shopper and out-of-home initiatives.

This move builds on the brand’s significant growth since it was founded in 2020 by Goulding and brothers Dean and Ryan Ginsberg.

The RTD brand experienced a 256 per cent year-on-year surge in sales at Tesco, according to research from Retailer Data.