Hector Gorosabel, former Asahi Europe CEO, and Matt Tapper, former Managing Director of Lion Beverages join SERVED Drinks as senior board advisors. They join Justin King, former Sainsbury’s CEO, who already sits on the company’s advisory board.
The appointments come as part of a multimillion-pound investment round to support the brands rapid growth, which has been backed by several industry veterans including Gorosabel, Tapper and King.
Co-owned by Ellie Goulding, SERVED has become the largest independently owned hard seltzer in the UK, and is on a mission to redefine what drinking looks like for the modern health-conscious consumer.
The hard seltzer category is one of the fastest-growing drink categories in the UK, with retail sales surging by 39% over the last year in stark contrast to the declines experienced by other alcohol categories including beer and spirits[1]. This rapid growth is set to continue as the category builds momentum with millennial and gen Z audiences looking for ‘better-for-you’ drinking experiences with fewer calories, less sugar and natural ingredients.
SERVED revenues in the off-trade are up 1,304% year on year, and the brand will be launching into one of the ‘big four’ grocers later in the summer, after category leading success in high-profile listings such as Ocado where SERVED has a staggering 50.1% market share of the hard seltzer category[2].
The brand is having similar success in the on-trade with revenues up 960% year on year, having secured high-profile listings including British Airways, Everyman Cinemas, Incipio Group, Swingers, Honest Burgers, and is set to launch with Outernet Live, a new 2,000-capacity live music venue in the heart of central London this summer.
SERVED has also built a loyal and highly-engaged community online, becoming Europe’s fastest growing and most engaged hard seltzer brand on social media. This has given SERVED a distinct competitive advantage over the larger players in the category who traditionally struggle to resonate online with gen Z consumers.
With the ability to reach millions of highly targeted millennial and gen Z consumers online, direct-to consumer remains a key focus for the brand who are on-track to sell more than three million cans on their e-commerce website alone this year.
Dean Ginsberg, co-founder and joint-CEO commented “we are delighted to welcome Hector and Matt as investors and onto our advisory board. It’s a hugely exciting time for the brand and the hard seltzer category more broadly. We have ambitions to lead the category, go the distance, and change the way the next generation drinks – and to do this, we need the very best people around us. Hector and Matt bring decades of experience scaling some of the world’s most successful premium alcohol brands and we look forward to working alongside them. We are just getting started.”
Hector Gorosabel, comments “I am honoured to join the SERVED team in their quest to redefine ‘better for you’ alcoholic beverages. SERVED is a thoughtful and expertly crafted beverage that is quickly establishing itself in the repertoire of UK consumers. The team’s proven ability to build meaningful connections with younger consumers will only serve to accelerate this trend. I have no doubt that SERVED will become the hard seltzer brand by which all others are measured.”
Matt Tapper, comments “I am delighted to be joining the team at SERVED. The brand has gained exceptional traction in a short period of time, and already responsible for driving much of the premiumisation in the category. I look forward to supporting the business to accelerate its growth trajectory and cement its position as the leading premium hard seltzer in the UK and further afield.”
SERVED is crafted in Herefordshire, where Ellie grew up, by infusing sparkling spring water with wonky fruit and pairing this with their own ServedPureTM spirit. The result is a refreshing 4% ABV plant-based, gluten-free hard seltzer with a crisp, fresh flavour, and a touch of natural sweetness. Designed for the modern health-conscious consumer, SERVED only contains 57 calories and zero sugar. No sweeteners. Nothing artificial.
[1] Nielsen 52 w/e 18 June 2022
[2] Retailer Data – 12 weeks ending 17/07/22
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