Tesco Group secures exclusive launch of the UK’s first Vodka+, with Booker leading the convenience and wholesale roll-out ahead of major national expansion in 2027
SERVED, the fastest-growing independent RTD brand in convenience¹, with more than 35,000 distribution points across the channel, is launching its biggest innovation to date: SERVED Vodka+, a new range built for Ultimate Refreshment.
Vodka+ will roll out nationally across Tesco stores, while Booker will lead the convenience and wholesale launch, with Blue Raspberry and Black Cherry core listed across 102 depots nationwide. The range will also roll out across Premier, Londis, Budgens and Family Shopper, giving independent retailers nationwide access to the new range.
From January 2027, SERVED will significantly expand Vodka+ across the wider convenience and wholesale channel, with a major national roll-out planned across wholesalers and independent retailers.
BUILT FOR ULTIMATE REFRESHMENT
SERVED Vodka+ is the UK’s first Vodka+ RTD range, created around one clear proposition: Ultimate Refreshment.
Lightly sparkling and available in Blue Raspberry and Black Cherry, it combines SERVED Founders Reserve premium vodka and natural flavours with coconut water and Himalayan pink salt. The 330ml cans are 6% ABV with an RRP of £3.30.
With refreshment the number one purchase driver for RTD consumers², Vodka+ brings a genuinely differentiated proposition to the chiller, moving beyond traditional flavour-led innovation to bridge the gap between premium RTDs and the fast-evolving soft drinks space.
Dean Ginsberg, co-founder of 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.”
BACKED BY MAJOR CONSUMER INVESTMENT
Vodka+ will be backed by SERVED’s integrated “The Refreshment Test” campaign across SERVED and co-founder Ellie Goulding’s social channels, alongside retail, shopper and out-of-home activity.
Expected to deliver more than 30 million reach and 150 million impressions, the campaign will put Ultimate Refreshment at the heart of the launch and drive awareness of Vodka+ at scale.
Booker will also support the launch with in-depot and digital activation, driving visibility and retailer awareness from launch.
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