Heineken Ireland has launched award-winning British ready-to-drink (RTD) cocktail brand SERVED – co-owned by popstar Ellie Goulding – on the Irish market.
This marks the first time that Heineken Ireland has entered the RTD cocktail category in Ireland.
It is also the first international market selling SERVED, which was the fastest-growing spirits brand in the UK RTD sector last year.
SERVED will initially launch in Ireland with three of its most popular products – Passion Fruit Martini, Mojito and Margarita.
These will be available in major supermarket retailers, such as Tesco Ireland, Dunnes Stores and SuperValu, as well as in key convenience stores across the Republic of Ireland.
The cocktails contain no artificial flavours, sweeteners or colours and features “wonky fruit” – meaning fruit that is bashed, bent or bruised.
‘Fastest-Growing Sector’
Speaking about the Irish launch, Ellie Goulding said, “I’m so excited that SERVED is launching in Ireland.
“I recorded my second album in Ireland and it’s very close to my heart. I can’t wait to get out there soon to support the launch, and we look forward to replicating our UK success with the amazing Heineken team in Ireland.”
Fiona Curtin, the marketing director at Heineken Ireland, said, “Ready-to-drink products are the fastest-growing category within the alcohol sector and are now worth €99 million in Ireland, and cocktails are driving a large proportion of this growth.
“We are delighted to be expanding our portfolio into the ready-to-drink category and believe that SERVED will meet the need for a premium, quality cocktail in the Irish market.”
‘Premiumise’
Brothers Dean and Ryan Ginsberg co-founded SERVED alongside Goulding in 2020 with a vision to build an RTD brand for the next generation, using only the finest natural and sustainably sourced ingredients and premium spirits, made for modern lifestyles without compromising on flavour.
Dean Ginsberg said, “Launching in Ireland, our first international market, is a significant milestone for the brand.
“The Irish RTD cocktail sector is still emerging compared to the UK, which represents a significant growth opportunity for our products and the retailers we work with.
“Our role is to help ‘premiumise’ the category, trading consumers up from mainstream brands to a premium bar-quality cocktail experience whilst simultaneously offering fantastic value at an accessible price.”
SERVED has had significant success in the UK, with its sales growth 476% last year, making it the fastest-growing RTD brand in the UK.
Market research shows that younger consumers are drinking less, but are consuming more high-quality products when they do, with premium RTD products growing at 82% year-on-year, faster than any other category in alcohol, as consumers look to enjoy high-quality cocktails.
Heineken UK acquired a significant minority stake in SERVED in 2023 and has been supporting the brand’s expansion in the UK market.
SERVED will now become part of Ireland’s core portfolio, joining Heineken, Heineken 0.0, Birra Moretti, Orchard Thieves, Murphy’s, Coors and Beamish.
Read More: Dry January And Nolo Alternatives: Alcohol Consumption Is Changing