Heineken Acquires Significant Share in Served, Joining Forces in a Refreshing Partnership

In the ever-evolving landscape of the beverage industry, the acquisition of Served by Heineken marks a significant turning point. This exciting union signifies more than just a strategic move; it's a tale of innovation, shared values, and a commitment to redefine the future of ready-to-drink (RTD) beverages.

Read the official press release here.

Spirit of innovation and sustainability

Served, a brand that embodies the spirit of innovation and sustainability, has been on an incredible journey since its inception in 2020. Created by brothers Dean and Ryan Ginsberg and the multi-talented Ellie Goulding, Served is known for its exceptional range of cocktails and hard seltzers. These beverages aren't just delicious; they are crafted carefully, using natural and sustainably sourced ingredients, including 'wonky' fruit and premium spirits.

But what makes this acquisition particularly noteworthy is the involvement of And Rising, a creative agency that understands that investments go beyond spreadsheets; they're a testament to expertise and passion. Together with Ellie Goulding, And Rising stepped into the world of Served in 2021, injecting creative capital into this budding venture.

Brand building from day one

Served's journey exemplifies the essence of brand building from the ground up. It all started with a simple yet ingenious idea: to rescue 'wonky' fruit from the clutches of food waste and transform it into low-calorie alcoholic beverages. At the time, the market had high hopes for hard seltzers, following the trendlines set in the United States. However, as often happens in the world of startups, expectations took an unexpected twist.

Yet, this twist in the plot only fueled the determination of Served's founders. Today, the brand stands tall, not only as a beacon of sustainability but also as a symbol of perseverance and adaptability. Alongside its original success story, Served boasts a diverse lineup of ready-to-drink classics, captivating the taste buds of a rapidly growing consumer base.

A game-changing investment

So, why is Heineken's investment in Served such a game-changer? For one, it marks the first time Heineken has ventured beyond the beer category. This leap into new territory speaks volumes about Heineken's vision for the future and its commitment to diversifying its portfolio. It's a strategic move that aligns with the evolving preferences of consumers, who are increasingly looking for high-quality, convenient, and sustainable beverage options.

The numbers speak for themselves. The UK RTD category has witnessed staggering growth, surging by 47.5% in the last five years and amassing a whopping £866 million in 2022. Within this landscape, the ready-to-drink cocktail category saw an astonishing 24% growth in the past year alone. Consumers are seeking more than just a drink; they want an experience, one that combines taste, quality, and convenience—a trend that shows no signs of slowing down.

Shared vision and values

Dean Ginsberg, co-founder of Served, acknowledges the significance of this partnership, stating, "This is a significant milestone for the business. 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 quickly. Still, our vision has always been to lead the category, and this partnership with HEINEKEN will enable us to accelerate our growth and maximize the brand's potential."

Ellie Goulding, an integral part of Served's journey, emphasizes the importance of shared values in their partnerships. She reflects, “It’s always been important to us that any partner of SERVED must share the same values and vision for the future. Through our discussions and work together over the past nine months, we are excited to partner with HEINEKEN—a family business with a strong vision for the category and a set of values that align with our own.”

This partnership between Served and Heineken brings together two entities that value innovation, sustainability, and excellence. It's not just about creating another beverage; it's about crafting an experience that resonates with consumers on a deeper level. Both Served and Heineken understands the importance of aligning values and vision for a sustainable and prosperous future.

Boudewijn Haarsma, Managing Director of HEINEKEN UK, shares his perspective on this transformative partnership, saying, "We have been interested in expanding our premium portfolio beyond beer and cider, seeking the right opportunity to invest in new growth categories. Dean, Ryan, and Ellie have built something unique and special in SERVED, and we're excited about partnering with them and building the proposition for the future."

More than a business move

This acquisition is more than just a business move; it's a marriage of innovative spirits, a union that promises to shape the future of the beverage industry. The journey of Served, from its humble beginnings to its current status as a trailblazing brand, is a testament to the power of vision, perseverance, and a commitment to making a positive impact on the world.

As Served and Heineken embark on this exciting chapter together, we can only anticipate the remarkable innovations and experiences they will bring to consumers. It's not just about celebrating a partnership; it's about raising a toast to a future where sustainability, quality, and innovation take centre stage.

So, here's to Served and Heineken on a journey that promises to be as refreshing and invigorating as the beverages they create. Cheers to the exciting road ahead!"