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Heineken-backed RTD brand Served has expanded its cocktail lineup by adding Spicy Margarita, Margarita, Passion Fruit Martini, and Mojito.
The new tipples – which have landed on Ocado (rsp: £3.99/125ml-200ml) – join Lychee Martini Strawberry Daiquiri, Espresso Martini, and Cosmopolitan, which launched in February this year. Spicy Margarita and Espresso Martini have also launched in Morrisons, joining Strawberry Daiquiri and Cosmopolitan.
The NPD comes with Served having grown value by 476% in the past year, making it the fastest-growing RTD spirits brand in the UK with sales over £2m [IRI 52 w/e 28 December 2024].
In addition to securing national retail listings with Tesco and Morrisons, Served also added distribution in over 450 Sainsbury’s stores for its Mojito, Margarita and Passion Fruit Martini in March. The brand also made its international debut in Ireland earlier this year.
“We know younger consumers are drinking less, but drinking better, with premium RTD cocktails growing faster than any other category in alcohol,” said Served co-founder Dean Ginsberg. “By expanding our full-strength cocktail range, we’re driving incremental value for retailers by attracting younger shoppers to the fast-growing super-premium category.”
Served was founded by British singer Ellie Goulding and brothers Dean and Ryan Ginsberg in 2020. In 2023, the brand secured a minority investment from Heineken UK.
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