Served up with strength for the convenience channel
INDEPENDENT RTD brand Served has expanded across the UK with the launch of its new product range Served Vodka+.
Aiming to provide the “ultimate refreshment” for the category, the new Vodka+ range will roll out across Booker locations with listings across 102 of its depots nationwide.
The new range sees a combination of Served’s vodka spirit with natural flavours along with coconut water and Himalayan pink salt to offer a more refreshing cocktail within the RTD category.
Lightly sparkling, the range comes in either a Blue Raspberry or Black Cherry flavour with an ABV of 6% with an RRP set at £3.30.
While the range has rolled out across Tesco Group, Served has confirmed plans to expand across the wider convenience sector in January 2027, with a planned nationwide roll out across wholesalers and independent retailers.
The new range will also be supported by the brand’s integrated “The Refreshment Test” campaign across the Served and co-founder’s Ellie Goulding’s social channels, alongside retail, shopper and out-of-home activity. The RTD brand has said this is anticipated to reach more than 30million consumers with 150million impressions
Dean Ginsberg, co-founder at Served, said: “Convenience is a hugely important channel for SERVED. We’ve built distribution to more than 35,000 points across the channel, and we see a significant opportunity to build on that with Vodka+.
“We created Vodka+ around one simple idea: Ultimate Refreshment. Refreshment is the number one purchase driver in RTDs, yet most innovation continues to focus on flavour. By combining our premium Founders Reserve Vodka and natural flavours with coconut water and Himalayan pink salt, we’ve created something genuinely new for the category.
“We’re delighted to be launching exclusively with Tesco Group, with a national Tesco launch alongside Booker leading our convenience and wholesale roll-out. From January, we’ll significantly expand distribution across the wider wholesale and convenience channel, backed by major consumer investment to drive awareness and demand.”
