Ellie Goulding acquires ‘significant’ stake in Served hard seltzer
English singer-songwriter Ellie Goulding has acquired a significant stake in premium British hard seltzer brand Served for an undisclosed sum.
Goulding was introduced to the brand’s founders, Ryan and Dean Ginsberg, through mutual friends, and was immediately taken with its eco-minded ethos.
“Not only is it the best hard seltzer I’ve tasted by quite some margin, this is a brand driven by care and respect for the natural world at this crucial point.
“I’ve always enjoyed a social drink with friends, but I also lead a busy lifestyle and 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,” the singer said.
“We are going to take on some of the biggest brands on the planet, but do it our way. We refuse to compromise on quality, nor the health of the natural world.
“We use ‘wonky fruit’ as an intervention on food waste, and innovative ecological packaging materials, and we will support habitats, people and animals on the frontline of the nature crisis.
“We will continue to be 100% transparent, and we’ll do all this while having fun and building an awesome brand with awesome people,” she added.
Served co-founder Dean Ginsberg, said he was “thrilled” to welcome Goulding into the fold.
“We are 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” he said.
Served is available nationwide and can be found on the shelves at Selfridges, Harvey Nichols and Planet Organic.
The brand is seeking to expand its UK retail footprint alongside targeted growth in key international markets including Ireland, France and Spain.
The Served range is made in Herefordshire, where Goulding grew up, by infusing sparkling spring water with wonky fruit and the brand’s own ‘ServedPure’ spirit.
The result is a “refreshing” 4% ABV plant-based, gluten-free hard seltzer with a “crisp, fresh flavour, and a touch of natural sweetness”.
Aimed at health-conscious consumers, each can contains 57 calories and zero sugar. Five per cent of profits from each can sold are invested towards environmental projects and saving endangered species around the world.
Goulding has been a global goodwill ambassador for the UN Environment Programme since 2017.