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Ellie Goulding buys stake in hard seltzer brand Served

Singer-songwriter Ellie Goulding has acquired a stake in British hard seltzer brand Served.

The 'Love Me Like You Do' singer says she fell in love with the eco-focused brand - which is made in her native Hertfordshire - after meeting founders Ryan and Dean Ginsberg.

"I've always enjoyed a social drink with friends, but I also lead a busy lifestyle and I am passionate about my health, fitness, and the environment. Served is a brand that allows me to have it all," said Goulding, a global ambassador for the UN Environment Programme.

"We're going to take on some of the biggest brands on the planet, but do it our way. We refuse to compromise on quality or the health of the natural world."

To create its plant-based, all-natural hard seltzers, Served infuses sparkling spring water and its own spirit with 'wonky' fruit (that would otherwise go to waste in the food chain). It packages its drinks in fully recyclable cans.

The brand is available nationwide with listings in Selfridges, Planet Organic and WHSmith, and it is also exploring international growth opportunities in Ireland, France and Spain.

Dean Ginsberg said: "We are thrilled to welcome Ellie as a co-owner of Served and excited to build a global brand alongside her."

This week Served announced that it had made another high-profile addition to its team. Anna Sebastian, previously bar manager at Artesian, has been appointed as the company's head of brand and will assist in its national and international expansion, particularly in the on-trade.

14 June 2021 - Bethany Whymark