Gould cans Served in Tesco

Ellie Goulding’s RTD cocktail brand has made its way to Tesco stores across the UK

Three people stand in front of a Tesco store front holding cans of Served cocktails.
Popstar Ellie Goulding’s Served RTD brand has made its way to Tesco shelves and Booker depots across the UK.

POP star Ellie Goulding’s award-winning ready-to-drink cocktail brand Served has launched in more than 400 Tesco stores across the UK.

Served has launched a range of three of its most popular cocktails including Passionfruit Martini, Mojito and Margarita across Tesco stores as well as Booker depots to service, what the brand calls, a significant demand in the wholesale and convenience channels.

The 8% ABV canned cocktails come at £2.75 per 250ml can and will look to appeal to the consumer demand for more higher alcohol percentage drinks from the RTD category.

Further to this, it also stands to attract attention from fans of the pop star’s music.

Each drink has been made using a double measure of ServedPure premium vodka, rum or tequila and real wonky fruit to help reduce food waste.

Dean Ginsburg, co-founder at Served, said: “Landing our cocktail range in Tesco is a significant milestone for us as we look to make premium bar-quality cocktails accessible to even more people up and down the country.

“Our insights show that younger drinkers are replacing beer, spirits and wine with premium ready-to-drink options 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 ready-to-drink cocktail category grew by 14.6% last year, with premium offerings driving the majority of this growth, so what excites us the most is the opportunity to trade consumers up from mainstream brands, to a premium proposition at an accessible price point, representing fantastic value.”

Ellie Goulding said: “It’s amazing to have Tesco, the UK’s largest retailer, supporting our vision to premiumise the mainstream in the RTD category.

“It’s going to be a big year for us at Served as millions of Gen-Z drinkers will get to know our amazing cocktails, and what makes us stand out from the crowd – our double spirit measure, our own premium ServedPure vodka, rum and tequila, and our wonderfully wonky natural ingredients.”