The stake was described as “significant” by the brewer's UK arm and was acquired for an undisclosed sum.
Founded in 2020 by popstar Ellie Goulding, alongside brothers Dean and Ryan Ginsberg, SERVED produces a range of cocktails and hard seltzers using sustainably sourced ingredients and fruit that does meet the cosmetic standards of retailers.
Going forward, Heineken UK will support the drinks maker through the next stage of its evolution, as it seeks to become one of the leading brands within the RTD cocktail category. According to Mintel analysis, the UK RTD category has grown 47.5% over the past five years and was worth £866m in 2022.
Reflecting on the deal, Heineken UK managing director Boudewijn Haarsma said that SERVED is a “unique and special” brand that the brewer was excited to support moving forward.
“We have been interested in expanding our premium portfolio beyond beer and cider, seeking the right opportunity to invest in new growth categories,” Haarsma explained.
Partner that shares the SERVED vision
Currently, SERVED offers canned cocktail flavours including mojito, pina colada and passion fruit martini, as well as peach, lime and raspberry hard seltzers.
With new ranges set to follow, co-founder Dean Ginsberg said that the investment by Heineken UK represented a “significant milestone” for the business. He added that SERVED is focused on creating a collection of products that “truly resonates with the next generation of drinkers”.
Ginsberg continued: “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.”
Meanwhile, Goulding said that it was important to find partners and investors that reflected the “values and vision” held by the team at SERVED.
“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,” Goulding added.