Ellie Goulding’s hard seltzer brand launches with Morrisons

Premium British hard seltzer brand SERVED, co-owned by Ellie Goulding, has announced that it has launched into Morrisons as part of its ‘Growing British Brands’ accelerator programme. SERVED is available nationwide in selected stores and online.

SERVED is designed for the modern health-conscious consumer who enjoy drinking in moderation, and prioritise quality, provenance and sustainability. SERVED contains 57 calories and doesn’t contain any sugar, sweeteners or anything artificial.

SERVED is crafted in Herefordshire, where Ellie grew up, by infusing sparkling spring water with wonky fruit and pairing this with its own ServedPureT vodka. The result is a refreshing 4% ABV plant-based, gluten-free alcoholic sparkling water with a crisp, fresh flavour, and a touch of natural sweetness.

Ellie Goulding comments: “We couldn’t be more excited to partner with the Morrisons team to launch SERVED with its ‘Growing British Brands’ programme this January. It’s fantastic to see them championing British brands and we look forward to working with them to establish SERVED as the category leader when it comes to quality, provenance and sustainability.”

Darren Smith, senior sourcing manager at Morrisons, said: “We’re really pleased to be able to offer our customers SERVED as it is just the sort of drink they are looking for. The products taste delicious and the brand has really impressed us with its drive and ambition too. We’re thrilled to be working with them as part of our Growing British Brands programme and look forward to continuing to support the team over the coming months.”

The ‘Growing British Brands’ programme gives game-changing, innovative products the potential to sell products in all 498 Morrisons stores as well as listings in other parts of the business including Morrisons.com and wholesale channels like Amazon.

SERVED Lime Hard Seltzer 250ml and SERVED Raspberry Hard Seltzer 250ml will be available in Morrisons for £2.20 each.

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