Ellie Goulding has acquired a “significant” stake in hard seltzer brand Served. The RTD brand is produced in Herefordshire, England, where Goulding grew up.
Coming in at 4% ABV, Served is made by infusing sparkling spring water with its own ServedPure spirits and surplus fruit, which would have otherwise gone to waste. The brand is plant-based, gluten-free, sugar-free, contains just 57 calories, and comes in fully recyclable cans. Five percent of the brand’s profits are invested towards environmental projects and to help critically endangered species across the globe.
Founded by brothers Ryan and Dean Ginsberg, Served is available in two flavors: lime and raspberry. Goulding was introduced to the brothers and the brand through a mutual friend.
Goulding calls Served “the best hard seltzer I’ve tasted by quite some margin” and notes it’s “driven by care and respect for the natural world at this crucial point”.
“I’ve always enjoyed a social drink with friends, but I also lead a busy lifestyle and I am passionate about my health, fitness, and the environment,” she explained. “Served is a brand that allows me to have it all – a delicious and refreshing alcoholic drink without all the calories, sugar and bad stuff.”
Goulding continued: “We are going to take on some of the biggest brands on the planet, but do it our way. We refuse to compromise on quality nor the health of the natural world. We use ‘wonky fruit’ as an intervention on food waste, the most innovative ecological packaging materials we can think of and we will support habitats, people and animals on the frontline of the nature crisis. We will continue to be 100% transparent. Oh, and we’ll do all this while having fun and building an awesome brand with awesome people.”
“We are thrilled to welcome Ellie as a co-owner of Served and excited to build a global brand alongside her,” said Dean Ginsberg. “Ellie embodies everything that we stand for at Served and she will be an integral part of the brand as we continue to grow.”
Served is available in the UK through Selfridges, Harvey Nichols, Planet Organic and WH Smith. The brand will continue to expand its retail footprint alongside major growth in key global markets including Ireland, France, and Spain.
For more information, head over to the brand’s official website.
