Heineken buys stake in Ellie Goulding’s can cocktails
Heineken has snapped up a minority stake in Ellie Goulding’s cocktail-in-a-can brand.
Served, which was created by the British songstress in 2020 alongside entrepreneur brothers Dean and Ryan Ginsberg, produces premade mojitos and pina coladas, as well as alcoholic sparkling water Hard Seltzer – priced at around £3 per can.
The partnership with the Dutch brewing giant will help Served grow in Britain’s ‘ready to drink’ product market, which was worth an estimated £866m in 2022, the firm said.
Drinking to success: Served was created by Ellie Goulding in 2020 alongside entrepreneur brothers Dean and Ryan Ginsberg
In a statement, Goulding said: ‘We are excited to be partnering with Heineken – a family business with a strong vision for the category and set of values that align with our own.’
The value of the stake is unknown.