Ellie Goulding acquires ‘significant’ stake in Served hard seltzer

Singer and songwriter Ellie Goulding has become co-owner of Served after acquiring a ‘significant’ stake in the British hard seltzer brand for an undisclosed sum.

Served is made by infusing sparkling spring water with wonky fruit, paired with its own ServedPure spirit.

Designed for the health-conscious consumer, the 4% ABV hard seltzers contain 57 calories, zero sugar and no artificial additives or sweeteners.

“I’ve always enjoyed a social drink with friends, but I also lead a busy lifestyle and I am passionate about my health, fitness, and the environment. Served is a brand that allows me to have it all – a delicious and refreshing alcoholic drink without all the calories, sugar and bad stuff,” said Goulding.

The Served portfolio – currently available in lime and raspberry flavours – is sold nationwide in stores such as Selfridges, Harvey Nichols, Planet Organic and WHSmith. The brand aims to expand its retail distribution in the UK, while also targeting key international markets such as Ireland, France and Spain.

“We are thrilled to welcome Ellie as a co-owner of Served and excited to build a global brand alongside her. Ellie embodies everything that we stand for at Served, and she will be an integral part of the brand as we continue to grow,” said Served co-owner, Dean Ginsberg.

Goulding met Served co-founders Ryan and Dean Ginsberg through mutual friends and said she “immediately fell in love with the brand – not only because it’s the best hard seltzer I’ve tasted by quite some margin, but also because this is a brand driven by care and respect for the natural world at this crucial point”.

5% of profits from each Served can that is sold are invested towards environmental projects and saving critically endangered species around the world.  

Goulding continued: “We refuse to compromise on quality nor the health of the natural world. We use ‘wonky fruit’ as an intervention on food waste, the most innovative ecological packaging materials we can think of and we will support habitats, people and animals on the frontline of the nature crisis. We will continue to be 100% transparent.”