Ellie Goulding's Cocktail Brand 'Served' Expands to Ireland with Heineken

SERVED, the ready-to-drink (RTD) cocktail brand co-owned by Ellie Goulding, has expanded to its first international market with a national launch in the Republic of Ireland, where it will be exclusively distributed by HEINEKEN Ireland as part of their core portfolio.

Available nationwide in all major retailers including Tesco, Dunnes, SuperValu and key convenience stores across the Republic of Ireland from March, the launch will be backed by a significant through-the-line marketing campaign.

SERVED will initially launch with three of its most popular cocktails: Passionfruit Martini, Mojito, and Margarita. The Irish launch builds on SERVED’s rapid success in the UK, where the brand grew by 476% in 2024, making it the fastest-growing ready-to-drink spirits brand in the UK.

Each 250ml cocktail is crafted with the finest naturally sourced ingredients, wonky fruit, and an 8% ABV measure of premium Founders Reserve vodka, white rum, or tequila. With no added sweetener or artificial ingredients, SERVED offers a perfectly balanced and great tasting range of RTD cocktails.

Younger consumers are drinking less, but drinking better, with premium RTD cocktails growing at 82% year-on-year, faster than any other category in alcohol, as consumers look to enjoy high-quality cocktails in a convenient and sustainable format. A trend that shows no signs of slowing down.

Dean Ginsberg, co-founder of SERVED, comments, “Launching in Ireland, our first international market, is a significant milestone for the brand”

“The Irish RTD cocktail category is still emerging compared to the UK, which represents a significant growth opportunity for retailers. 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.”

Fiona Curtin, marketing director, HEINEKEN Ireland commented, “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 RTD category and believe that SERVED will meet the need for a premium, quality cocktail in the Irish market.”

Ellie Goulding says, “I’m so excited that SERVED is launching in Ireland this year. 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.”

SERVED cocktails are crafted in Herefordshire and are a vegan and gluten-free.