Served, a new disruptive British hard seltzer brand, is building on its direct sales and in-store successes, and tapping into the growing popularity of hard seltzers in the UK, by launching its range on Amazon and other e-commerce platforms.
The premium hard seltzer brand – the brainchild of brothers and former restaurateurs Ryan and Dean Ginsberg – has already seen its products sell out in Selfridges and in Planet Organic twice, following its launch in June 2020. Served also secured more than 50 listings in its first month of launch despite challenges posed by the Covid-19 lockdown, and exceeded sales targets to such an extent that production runs had to be brought forward.
Selfridges’ wine & spirits head buyer, Terry Threlfall says: “Served proved to be a sell-out success this summer following their launch in store. We’re excited to be launching their Christmas pack exclusively and to be offering our customers the option of delicious British hard seltzers this festive season.”
Served’s two flavours – raspberry and lime – will now be available on Amazon, which has seen a surge in demand for more health-conscious lower ABV alcoholic drinks. Shopper demand for hard seltzers on Amazon has risen considerably over the past few months, propelling hard seltzers into the top-10 best sellers within related drinks categories.
Served’s products provide a more sustainable way to enjoy a drink. They are made from carefully-sourced ingredients, including natural spring water from Staffordshire and wonky, sustainably sourced raspberries and limes that would have otherwise gone to waste, – combined with low calorie counts – creating an environmentally-conscious and healthier alcoholic alternative.
Served will be working with e-commerce specialist Acorn-i, using its proprietary search analytics platform Ignite to inform its sales strategies on Amazon and other eCommerce platforms.
Talking about the company’s latest e-commerce expansion, Served co-founder Dean Ginsberg said: “For us, enjoying a healthy lifestyle has always governed a large part of our lives. The idea for Served came about as we wanted to create a drink to feel good about, both for ourselves and for the planet. Since we launched this summer, the response has been overwhelming and we have witnessed a huge demand from people looking for more conscious alcoholic options, both from a health and sustainability perspective.
“We are really excited to be working with Amazon and Acorn-i as part of the next chapter in the brand’s journey. With most consumers now spending increased amounts of time indoors and ordering food and drink direct to their homes, the partnership couldn’t have come at a more appropriate time. We look forward to introducing Served to more people over the coming months.”
“The growth of hard seltzers is the most important current drinks trend, and we are seeing their massive popularity in the US now start to be replicated in the UK,” commented Ross Caveille, co-founder of Acorn-i. “Our data shows that this is reflected in shopper behaviour along with the number of companies launching hard seltzer brands to market. It’s exciting for us to be championing a disruptive, UK brand with strong environmental credentials, and we are looking forward to working with Served to help them reach a wider audience.”