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Heineken UK has acquired a “significant minority stake” in Served, an RTD cocktail brand co-founded in 2020 by singer Ellie Goulding. Served was created by brothers Dean and Ryan Ginsberg, and Ellie Goulding, and has become one of the fastest-growing RTD brands in the UK. The Served range includes cocktails and hard seltzers, made using natural and sustainably sourced ingredients, premium spirits and ‘wonky’ fruit. Heineken says it will support the brand into its next stage with the opportunity to take a leadership position in the wider UK RTD market. The founders plan to continue building the brand independently as they establish its premium and “relatively” BFY positioning.

Co-founder Dean Ginsberg, said: “This is a significant milestone for the business. To date, our focus has been on building a brand that truly resonates with the next generation of drinkers. We are extremely proud of what the team has achieved in a short period of time, but our vison has always been to lead the category, and this partnership with Heineken will enable us to accelerate our growth and maximise the potential of the brand.”

Boudewijn Haarsma, MD Heineken UK, added: “We have been interested in expanding our premium portfolio beyond beer and cider, seeking the right opportunity to invest in new growth categories. Dean, Ryan and Ellie have built something unique and special in Served, and we’re excited about the prospect of partnering with them and building the proposition for the future.”