Heineken UK has made a substantial undisclosed investment to acquire a significant minority stake in Served, a cocktail brand co-owned by renowned musician Ellie Goulding.
Established in 2020 by Ellie Goulding alongside brothers Dean and Ryan Ginsberg, Served has garnered recognition for its range of tinned cocktails, positioning itself as one of the UK’s swiftest expanding ‘ready to drink’ (RTD) brands.
The RTD category in the UK has experienced an impressive 47.5% growth over five years, reaching a valuation of £866 million in 2022. This surge is attributed to the increasing preference for convenient and sustainable consumption, whether during lengthy train journeys, commutes, or in outdoor settings.
In tandem, the cocktail category registered a remarkable 24% upswing, affirming consumers’ enduring fondness for cocktails in a format that combines convenience with sustainability.
Boudewijn Haarsma, Managing Director of Heineken UK, expressed enthusiasm about the potential partnership, recognizing the unique and noteworthy achievement of Served’s founders. He affirmed, “Dean, Ryan and Ellie have built something unique and special in Served and we’re excited about the prospect of partnering with them and building the proposition for the future.”
For Dean Ginsberg, this collaboration marks a momentous milestone in Served’s journey. While their primary focus has been on establishing the brand, their overarching ambition has always been to lead the category. He emphasized that partnering with Heineken will furnish them with the resources needed to expedite their growth and fully unlock the brand’s potential.
Ellie Goulding highlighted the shared values and future aspirations that unite Served with Heineken. This partnership solidifies an alliance with “a family business with a strong vision for the category and set of values that align with our own.” The collaborative venture sets the stage for a promising future for Served, driven by a mutual commitment to innovation and excellence in the RTD market.
