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SERVED, the award-winning ready-to-drink cocktail and hard-seltzer brand, co-owned by Ellie Goulding, has secured its first major grocery listing for its full range of 8% ABV bar-quality cocktails, joining its existing Hard Seltzers range in more than 300 Morrisons stores nationwide. Listings for its range of cocktails will also follow in Central Co-op, Getir, and Gorillas this year, with further major grocery listings in 2024.  

Differentiated from current ready-to-drink cocktails on the market, SERVED naturally sweeten their cocktails with ‘wonky’ fruit instead of sugar, giving an authentic and refreshing flavour profile in a category that has previously been dominated by sweet, artificial tasting products.

The UK RTD category has grown 47.5% in the last five years and was worth £866m in 2022[1], as consumers look to enjoy high-quality cocktails in a convenient and sustainable format. A trend that shows no signs of slowing down.

The listing comes off the back of extremely strong performance and momentum in premium retailers such as Ocado, where SERVED is now the third largest brand in the Ready to Drink Category in terms of Retail Sales Value, only behind M&S and Gordons[2].

SERVED co-founder Dean Ginsberg comments, “We continue to see strong consumer demand for premium cocktails that taste great and are easy to enjoy across a wide range of occasions; whether that’s on-the-go, at home, or out with friends.”

The SERVED range includes four of the most popular cocktails in the UK: Mojito, Passion Fruit Martini, Pina Colada, and Margarita. Each cocktail is crafted with the finest natural and sustainably sourced ingredients, wonky fruit, and a double measure of premium ServedPureTM vodka, white rum, or tequila.

Ellie Goulding comments, “We set out to create cocktails that are as fresh and delicious as the ones in your favourite bar, but in a convenient format, allowing everyone to enjoy a high-quality drinking experience, wherever they choose.”

“We are excited that even more people will be able to enjoy our bar-quality cocktails from Morrisons up and down the country.”

SERVED cocktails are crafted in Herefordshire, where Ellie grew up, using 100% natural ingredients – and are made with wonky fruit to help reduce food waste. They are also vegan, gluten-free, and do not contain added sugar.

SERVED 8% ABV cocktails are available in Morrisons for £3.25 per 250ml can, or two for £6.

[1] Mintel UK White Spirits and RTDs Market Report 2023

[2] Retailer Data 07/08/2023 to 29/10/2023 (Last 12 weeks)

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