Hector Gorosabel and Matt Tapper

Source: Served

Former Asahi Europe CEO Hector Gorosabel (r) and former Lion Beverages MD Matt Tapper have joined the board at Served

Hard seltzer brand Served has appointed former Asahi Europe CEO Hector Gorosabel and former Lion Beverages MD Matt Tapper as senior board advisors.

They will join former Sainsbury’s CEO Justin King, who joined the board of the business that counts pop star Ellie Goulding as a co-owner last summer.

The appointments follow a “multimillion-pound” investment round, backed by several industry veterans – including Gorosabel, Tapper and King.

Served co-founder and joint CEO Dean Ginsberg said he was “delighted to welcome Hector and Matt as investors and on to our advisory board”.

“We have ambitions to lead the category, go the distance, and change the way the next generation drinks – and to do this, we need the very best people around us.”

Tapper and Gorosabel brought “decades of experience scaling some of the world’s most successful premium alcohol brands”, Ginsberg added.

Gorosabel said he was “honoured to join the Served team in their quest to redefine better-for-you alcoholic beverages”.

Served was “a thoughtful and expertly crafted beverage” that was “quickly establishing itself in the repertoire of UK consumers”, Gorosabel added.

Tapper, meanwhile, said he was “delighted to be joining the team at Served”, adding that he looked forward to “supporting the business to accelerate its growth trajectory and cement its position as the leading premium hard seltzer in the UK and further afield.”