Heineken buys stake in Ellie Goulding’s cocktail can
Heineken has acquired a minority stake in Ellie Goulding’s canned cocktail brand.
Served, which was set up by the British singer in 2020 alongside entrepreneur brothers Dean and Ryan Ginsberg, produces pre-made mojitos and pina coladas, as well as hard seltzer sparkling water, priced at around £3 per can.
The partnership with the Dutch brewing giant will help Served grow in Britain’s ready-to-drink market, which is estimated to be worth £866 million in 2022, the company said.
Drinking to Success: Served was created by Ellie Goulding in 2020 alongside entrepreneurial brothers Dean and Ryan Ginsberg.
In a statement, Goulding said: “We are excited to partner with Heineken, a family-owned business with a strong vision for the category and a set of values that align with our own.”
The value of the bet is unknown.