Ellie Goulding’s Served ready-to-drink brand has launched a new vodka-based RTD range.
Called Vodka+, it combines “premium” vodka and a “proprietary refreshment blend” combining coconut water and Himalayan pink salt.
Cans in Blue Raspberry and Black Cherry have rolled out exclusively via Tesco and Booker, carrying an abv of 6% (rsp: £3.30/330ml).
The launch of Vodka+ was designed to “deliver ultimate refreshment, bringing together two natural ingredients consumers increasingly know and love from elsewhere in their lifestyles”, said Served.
“When we started developing Vodka+, we began with a simple consumer insight: refreshment is the number one purchase driver in RTDs,” said Served co-founder Dean Ginsberg. “Yet most innovation in the category continues to focus primarily on new flavours. We saw an opportunity to do something genuinely different.
“Consumers increasingly expect more from the drinks they choose, and we’re seeing the worlds of soft drinks and ready-to-drink alcohol move closer together. We wanted to create something that delivers everything people love about a great vodka RTD, while adding an additional layer of refreshment through ingredients they already know and love from elsewhere in their lifestyles.
“This is our boldest innovation since launching Served and we believe it has the potential to bring new consumers, new occasions and incremental value into the category.”
The launch will be backed by an integrated campaign ‘Somewhere More Refreshing’, rolling out across Served and Ellie Goulding’s social channels, alongside retail, shopper and out-of-home activity. The push would deliver an estimated 30 million reach and 150 million impressions, Served said.
Served was founded by brothers Dean and Ryan Ginsberg, alongside Goulding, in 2020. Heineken UK took a minority stake in the business in September 2023.
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