Heineken launches Ellie Goulding-owned cocktail brand in Irish market
Eva Osborne
British ready-to-drink cocktail brand Served, which is co-owned by pop star Ellie Goulding, has been launched in the Irish market by Heineken Ireland.
This marks the first time that Heineken Ireland has entered the ready to drink cocktail category in Ireland and will be the first international market for Served, which was the fastest growing spirits brand in the UK ready to drink sector last year.
Served will initially launch with three of its most popular cocktail products in the Irish market – Passion Fruit Martini, Mojito, and Margarita.
These will be available in major supermarket retailers such as Tesco, Dunnes, and SuperValu and also in convenience stores across the State.
The cocktails contain no artificial flavours, sweeteners or colours, and feature “wonky fruit” – i.e. fruit that is bashed, bent or brushed.
Ellie Goulding said: “I’m so excited that Served is launching in Ireland.
“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.”
Marketing director with Heineken Ireland, Fiona Curtin, said: “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 ready-to-drink category and believe that Served will meet the need for a premium, quality cocktail in the Irish market.”
