• Product: Served RTD range
• Supplier: Served
• ABV: 14.9%
• RRP: £3.90
• Available: TBC

Served, the ready-to-drink (RTD) cocktail brand from pop singer Ellie Goulding, has launched a new range of full-strength cocktails targeting the home drinking occasion.

The new range is launching in four varieties: Lychee Martini, Strawberry Daiquiri, Espresso Martini and Cosmopolitan.

Each variety has a 14.9% ABV and is available in a 125ml can at an RRP of £3.90. The supplier is planning a national retail rollout from February 2025, with wholesale and convenience set to be included.

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Currently, the premium RTD cocktail category is growing by 82% year on year and is the fastest-growing category within total alcohol. Served is also the fastest-growing RTD cocktail brand in the UK.

Dean Ginsberg, co-founder of Served, said: “We are delivering genuine innovation to the super premium cocktail category with new cocktails not currently on shelf. As a brand Served also attracts a much younger consumer compared to current super premium brands on the market – so we can add real value and drive incremental growth to the category.”

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