SERVED, Ellie Goulding’s award-winning RTD brand, has expanded its UK footprint with a nationwide launch of its premium 8% ABV cocktails in more than 400 Tesco stores. It will also be made available in Booker to service significant demand in the wholesale and convenience channels.
The launch continues SERVED’s triple-digit1 YoY growth trajectory, following success with grocers Ocado, Central Co-op and Morrisons, as the boom in popularity of premium canned cocktails shows no signs of slowing down.
SERVED will launch a range of three of its most popular cocktails in Tesco, including a Passionfruit Martini, Mojito and Margarita. All crafted with the finest natural and sustainably sourced ingredients, each including double measure ServedPureTM premium vodka, rum or tequila, and real wonky fruit to help reduce food waste, packaged in infinitely recyclable cans.
SERVED co-founder Dean Ginsberg comments, “Landing our cocktail range in Tesco is a significant milestone for us as we look to make premium bar-quality cocktails accessible to even more people up and down the country.
“Our insights show that younger drinkers are replacing beer, spirits and wine with premium ready-to-drink options that taste great and are easy to enjoy across a wide range of occasions; whether that’s on-the-go, at home, or out with friends.
“The ready-to-drink cocktail category grew by 14.6% last year2, with premium offerings driving the majority of this growth, so what excites us the most is the opportunity to trade consumers up from mainstream brands, to a premium proposition at an accessible price point, representing fantastic value.”
SERVED’s 8% ABV premium cocktail range will be available in Tesco stores for £2.75 per 250ml can, or £11 per litre, the same price per litre as the leading mainstream 5% ABV cocktail brand.
Ellie Goulding comments, “It’s amazing to have Tesco, the UK’s largest retailer, supporting our vision to premiumise the mainstream in the RTD category.
“It’s going to be a big year for us at SERVED as millions of Gen-Z drinkers will get to know our amazing cocktails, and what makes us stand out from the crowd – our double spirit measure, our own premium ServedPureTM vodka, rum and tequila, and our wonderfully wonky natural ingredients.”
The launch is to be supported by a multi-channel campaign encompassing OOH, digital, social media, sampling and influencer activity.
SERVED cocktails are crafted in Herefordshire, where Ellie grew up, using 100% natural ingredients – and are made with wonky fruit to help reduce food waste. They are also vegan, gluten-free, and do not contain added sugar.
SERVED 8% ABV premium cocktails are available in both Tesco Superstores and Tesco Express outlets from 12th February for £2.75 per 250ml can, or four for the price of three.
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