Award-winning British ready-to-drink (RTD) cocktail brand SERVED, which is co-owned by pop star Ellie Goulding, has been launched in the Irish market by HEINEKEN Ireland.
This marks the first time that HEINEKEN Ireland has entered the ready-to-drink cocktail category in Ireland and will be the first international market for SERVED, which was the fastest growing spirits brand in the UK ready-to-drink sector last year.
SERVED will initially launch with three of its most popular cocktail products in the Irish market – Passion Fruit Martini, Mojito and Margarita. These will be available in major supermarket retailers such as Tesco, Dunnes, and SuperValu and also in key convenience stores across the Republic of Ireland.
The cocktails contain no artificial flavours, sweeteners or colours, and features “wonky fruit” – i.e. fruit that is bashed, bent or brushed.
“I’m so excited that SERVED is launching in Ireland,” said Ellie Goulding. “I recorded my second album in Ireland and it's very close to my heart. I can’t wait to get out there soon to support the launch and we look forward to replicating our UK success with the amazing Heineken team in Ireland.”
“Ready-to-drink products are the fastest growing category within the alcohol sector and are now worth €99 million in Ireland, and cocktails are driving a large proportion of this growth,[1]” according to Fiona Curtin, Marketing Director, with HEINEKEN Ireland. “We are delighted to be expanding our portfolio into the ready-to-drink category and believe that SERVED will meet the need for a premium, quality cocktail in the Irish market.”
Brothers Dean and Ryan Ginsberg co-founded SERVED alongside Ellie Goulding in 2020 with a vision to build a ready-to-drink brand for the next generation, using only the finest natural and sustainably sourced ingredients and premium spirits, made for modern lifestyles without compromising flavour.
“Launching in Ireland, our first international market, is a significant milestone for the brand,” said Dean Ginsberg. “The Irish ready-to-drink cocktail sector is still emerging compared to the UK, which represents a significant growth opportunity for our products and the retailers we work with. Our role is to help ‘premiumise’ the category, trading consumers up from mainstream brands to a premium bar-quality cocktail experience whilst simultaneously offering fantastic value at an accessible price.”
SERVED has had significant success in the UK market. Its sales grew by 476% last year, making it the fastest-growing ready-to-drink spirits brand in the UK.
Market research shows that younger consumers are drinking less, but drinking more quality products, with premium ready-to-drink cocktails growing at 82% year-on-year, faster than any other category in alcohol, as consumers look to enjoy high-quality cocktails.
HEINEKEN UK acquired a significant minority stake in SERVED in 2023 and has been supporting the brand’s expansion in the UK market. SERVED will now become part of Heineken Ireland’s core portfolio, joining brands such as Heineken, Heineken 0.0, Birra Moretti, Orchard Thieves, Murphy’s, Coors, and Beamish.
