Heineken Ireland and Ellie Goulding launch new cocktail brand
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
Print31 March 2025
Ready-to-drink (RTD) cocktail brand Served, which is co-owned by pop star Ellie Goulding, has been recently launched in the Irish market by Heineken Ireland.
These will be available in major supermarket retailers such as Tesco, Dunnes, and SuperValu and also in key convenience stores across the Republic of Ireland.
The cocktails will be launched in its most popular flavours initially – Passion Fruit Martini, Mojito and Margarita.
Commenting on the launch, Goulding, said: “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.”
Heineken’s first-time in the cocktail category
This is the first time that Heineken has entered the RTD sector after acquiring a significant minor stake in Served in 2023.
“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,” according to Fiona Curtin, marketing director, with Heineken Ireland.
The brewery has supported the brand’s expansion into the UK market with Ireland being the first international evolution.
Served will be added to Heineken’s portfolio, adding to an array of brands including Heineken, Heineken 0.0, Birra Moretti and more.
Goulding family brand
Ellie Goulding is not alone in founding the cocktail brand Served.
Brothers Dean and Ryan Ginsberg are also co-founders of the cocktail label in 2020.
The family of the famous British singer and songwriter founded this brand with a ‘vision of the next generation.’
“Launching in Ireland, our first international market, is a significant milestone for the brand,” said Dean Ginsberg.
“The Irish ready-to-drink cocktail sector is still emerging compared to the UK, which represents a significant growth opportunity for our products and the retailers we work with.
“Our role is to help ‘premiumise’ the category, trading consumers up from mainstream brands to a premium bar-quality cocktail experience whilst simultaneously offering fantastic value at an accessible price.”
They envisioned finding an RTD using only natural and sustainably sourced ingredients and premium spirits, made for a modern lifestyle without compromising flavours.
According to Heineken, the cocktails have no artificial flavours, sweeteners or colours and feature bashed, bent or brushed fruit, known as “wonky fruit”.
Served has already been a success in the UK market with sales growing by 476% last year.
The cocktail market continues to grow faster than any other category in alcohol, growing 82% year-on-year.
Read more: Heineken delivers a ‘solid third quarter of balanced growth’
© 2025, ShelfLife by Ryan Brennan
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