Ellie Goulding’s Served creates super-premium range

Ready-to-drink (RTD) brand Served, co-owned by singer Ellie Goulding, has introduced a new super-premium range.

The RTD brand, known for its double-measure 8% ABV range in 250ml cans, has extended its portfolio with cocktails offered at 14.9% ABV. The new super-premium full-strength range, with an RRP of £3.90 (US$4.90) per 125ml can, is designed to target consumers looking to replicate bar serves at home. Dean Ginsberg, co-founder of Served, said: “We’re hugely excited about this launch. We are delivering genuine innovation to the super-premium cocktail category with new cocktails not currently on the shelf. As a brand, Served also attracts a much younger consumer compared with current super-premium brands on the market – so we can add real value and drive incremental growth to the category." Available in four cocktail flavours – Lychee Martini, Strawberry Daiquiri, Espresso Martini and Cosmopolitan – each cocktail is crafted with Served Founders Reserve spirits and natural, sustainably sourced ingredients. The range is designed to be shaken in the can before pouring into glassware to deliver a perfect bar serve every time. Ellie Goulding, co-founder of Served, said: “These are my new go-to cocktails at home when I want to enjoy a fancy cocktail with my friends or family. They’re as fresh and delicious as the cocktails in your favourite bar, but in a convenient super-premium format, allowing everyone to enjoy a high-quality drinking experience at home.” According to Nielsen data from January 2024, the premium RTD cocktail category is growing at a rate of 82% year-on-year. In The Pre‐Mixed, RTD & Hard Seltzer Masters 2024, the new Served range was recognised with two Gold and two Silver medals. The brand's accessible range made its UK on-trade debut in June 2024. Last month, Served unveiled ‘the world’s biggest canned Margarita’ to mark its Tesco Express launch.