British hard seltzer brand Served secures listing with wine retailer Majestic

Premium British hard seltzer brand Served has announced a listing with wine retailer Majestic. The partnership, which launches this month in selected Majestic stores, is the latest milestone in what has been a bumper year for the brand which is co-owned by Ellie Goulding.

Served will be available to purchase in lime and raspberry flavours in four-packs, RRP £8. 

The hard seltzer category is one of the fastest-growing drink categories in the UK, expected to reach £600m in sales by 2025[1], following unprecedented success in the US, where sales exceeded $4bn in 2020[2]

As part of the listing with Majestic, Served’s co-founders Dean and Ryan Ginsberg will work with in-store staff to host a series of virtual tasting and training sessions across the country. 

Dean Ginsberg commented “as a premium British hard seltzer brand, we are delighted to be working with Majestic, who are known and respected for their quality offering and highly knowledgeable staff.”

“With 78% of 18–35-year-olds now conscious of the calories they consume with alcohol[3], and 60% of consumers saying that sustainability is the most important issue facing our planet[3], Served offers a delicious, refreshing, and light option for the modern health-conscious social lifestyle, whilst simultaneously reducing food waste and impact on the environment.”

“With restrictions lifted and the summer weather approaching there’s never been a better time to add a pack of Served Hard Seltzer to your Majestic order.”

Jake Biggs, Majestic’s Wine & Spirits Buyer, adds: “”We’re delighted to start working with Served Hard Seltzers and to be launching them into 30 Majestic Stores. Not only do the products taste great; but the brand has a fantastic sustainability story and ethos – using ‘wonky fruit’ that would otherwise go to waste, alongside being made entirely from plants and is 100% vegan. More and more of us are increasingly conscious of the way we drink – whether that’s with lower calories, more sustainable credentials or lower alcohol levels – and we believe these will be a firm hit with our customers, new and old.”

SERVED is crafted in Herefordshire, where Ellie grew up, by infusing sparkling spring water with wonky fruit and pairing this with their own ServedPureTM 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. Designed for the modern health-conscious consumer, SERVED only contains 57 calories and zero sugar.