HEINEKEN Acquires Stake in Ellie Goulding’s ready-to-drink brand SERVED

HEINEKEN UK has acquired a significant minority stake in SERVED, the award-winning ready-to-drink brand, co-owned by Ellie Goulding, for an undisclosed sum.

SERVED was created by brothers Dean and Ryan Ginsberg, and Ellie Goulding in 2020, and has since become one of the fastest growing ‘ready to drink’ (RTD) brands in the UK. The SERVED range includes ready-to-drink cocktails and hard seltzers, made using only the finest natural and sustainably sourced ingredients, ‘wonky’ fruit, and premium spirits.

The strategic partnership will see HEINEKEN support the brand into its next stage alongside the opportunity to take a leadership position in the wider UK RTD market. The founders will continue to build the brand independently as they further establish its premium and relatively ‘better-for-you’ positioning.

The UK RTD category has grown 47.5% in five years and was worth £866m in 2022. The ready-to-drink cocktail category grew by an astonishing 24% last year, as consumers look to enjoy high-quality cocktails in a convenient and sustainable format, a trend that is set to continue.

Dean Ginsberg comments: “This is a significant milestone for the business. To date, our focus has been on building a brand that truly resonates with the next generation of drinkers. We are extremely proud of what the team has achieved in a short period of time, but our vison has always been to lead the category, and this partnership with HEINEKEN will enable us to accelerate our growth and maximise the potential of the brand.”

Ellie Goulding adds: “It’s always been important to us that any partner of SERVED must share the same values and vision for the future. Through our discussions and work together over the last nine months, we are excited to be partnering with HEINEKEN – a family business with a strong vision for the category and set of values that align with our own.”

Boudewijn Haarsma, Managing Director of HEINEKEN UK comments: “We have been interested in expanding our premium portfolio beyond beer and cider, seeking the right opportunity to invest in new growth categories. 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.”


Our award-winning drinks are made for modern lifestyles without compromising flavour – for those who want to live life to the full, never miss a moment, and tread lightly on our planet. SERVED cocktails and hard seltzers 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 bar-quality premium cocktail range includes a Mojito, Passion Fruit Martini, Pina Colada, and Margarita – four of the most popular cocktails in the UK, and positioned at 8% ABV, the equivalent of a double measure. SERVED 4% ABV hard seltzers are available in lime, raspberry, and peach flavours. Each flavour is crafted with four-times distilled ServedPureTM vodka, real wonky fruit, and sparkling water. Refreshingly light and packed with fresh fruit flavour.

The brand continues its focus on quality and sustainability, using only the finest natural and sustainably sourced ingredients, wonky fruit, and premium spirits, and is the first ready-to-drink cocktail brand to offer full ingredient and nutritional information on pack.

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

SERVED cocktails are priced at RRP £3.00 per 250ml can.
SERVED hard seltzers are priced at RRP £2.50 per 250ml can.

SERVED retail listings include Ocado, Majestic, Morrisons, Central Co-op, WHSmith, Selfridges, Harvey Nichols, Planet Organic, Daylesford Organic,, Amazon.


HEINEKEN UK, headquartered in Edinburgh, is the nation’s leading beer, cider and pub company and the name behind a host of brilliant brands such as Heineken®, Strongbow, Desperados, Cruzcampo, John Smith’s, Bulmers, Amstel, Red Stripe, Birra Moretti, and Old Mout.

HEINEKEN also owns UK super premium craft beer brands Beavertown and Brixton Brewery.

With a deep commitment to its people and their passion for their beer and cider brands, HEINEKEN has around 2,100 colleagues working in areas from brewing to marketing and 2,400 pubs to their name as part of their Star Pubs & Bars business. HEINEKEN welcomes people from all walks of life, championing colleagues to unlock their full potential.


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