Heineken acquires minority stake in Ellie Goulding’s RTD

Heineken UK has acquired a significant minority stake in SERVED, the award-winning ready-to-drink brand, co-owned by Ellie Goulding, for an undisclosed sum.

SERVED was created by brothers Dean and Ryan Ginsberg, and Ellie Goulding in 2020, and has since become one of the fastest growing ‘ready to drink’ (RTD) brands in the UK. The SERVED range includes ready-to-drink cocktails and hard seltzers, made using only the finest natural and sustainably sourced ingredients, ‘wonky’ fruit, and premium spirits.

The strategic partnership will see Heineken support the brand into its next stage alongside the opportunity to take a leadership position in the wider UK RTD market. The founders will continue to build the brand independently as they further establish its premium and relatively ‘better-for-you’ positioning.

The UK RTD category has grown 47.5 per cent in five years and was worth £866m in 2022. The ready-to-drink cocktail category grew by an astonishing 24 per cent last year, as consumers look to enjoy high-quality cocktails in a convenient and sustainable format, a trend that is set to continue.

In a statement, Ellie Goulding stated that it’s always been important to us that any partner of SERVED must share the same values and vision for the future. Through our discussions and work together over the last nine months, we are excited to be partnering with Heineken – a family business with a strong vision for the category and set of values that align with our own.”

Dean Ginsberg noted the partnership as a “significant milestone,” and said although their focus has been to build the brand, their vision has “always been to lead the category.”

He added: “This partnership with Heineken will enable us to accelerate our growth and maximise the potential of the brand.”

Boudewijn Haarsma, Managing Director of Heineken UK comments: “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.”