Heineken has made an investment in Served, a ready-to-drink brand based in the UK Co-Founded by pop star Ellie Goulding, securing a minority stake.

Announcing a deal for a “significant minority stake” in Served, Heineken has revealed its intention to bolster the brand’s growth and propel it toward a prominent position in the UK ready-to-drink market.

Served offers a dedicated line of hard seltzers tailored for individuals pursuing a “contemporary, health-conscious, and socially active lifestyle.” Their product lineup comprises three distinct flavor options: peach, raspberry, and lime. Crafted from vodka, fruit juice, and sparkling water, each variant boasts an alcohol by volume (ABV) of 4%.

Served was launched in the summer of 2020 by Ellie Goulding and the Ginsberg brothers, Dean and Ryan.

Last year, Served added former Asahi Europe CEO Hector Gorosabel and ex-Lion Little World Beverages MD Matt Tapper to its board as advisors.

They were accompanied by former Sainsbury’s CEO Justin King, who assumed a position on the company’s board in the summer of 2021. Notably, all three individuals have also made investments in Served.

“This is a significant milestone for the business,” Dean Ginsberg said on 18 September. “To date, our focus has been on building a brand that truly resonates with the next generation of drinkers. We are extremely proud of what the team has achieved in a short period of time but our vision 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.”

Financial terms were not disclosed.

Boudewijn Haarsma, the MD of Heineken’s UK business, said the beer giant had been “interested in expanding our premium portfolio beyond beer and cider, seeking the right opportunity to invest in new growth categories”.

In December, the Amstel owner invested in Toast Ale, a UK brewer that uses surplus bread to make its beer.