English singer-songwriter Ellie Goulding has acquired a ‘vital’ stake in onerous seltzer model Served.
Produced within the English county of Herefordshire, the place Goulding grew up, Served is made by infusing glowing spring water with surplus fruit and spirit.
The 4% ABV model is plant-based, gluten-free, sugar-free and incorporates 57 energy. It’s out there in two flavours: lime and raspberry.
Served founders, brothers Ryan and Dean Ginsberg, have been launched to Goulding by means of a mutual pal.
Goulding mentioned the model is “the very best onerous seltzer I’ve tasted by fairly some margin” and is “pushed by care and respect for the pure world at this significant level”.
“I’ve at all times loved a social drink with associates, however I additionally lead a busy life-style and I’m enthusiastic about my well being, health, and the setting,” she defined. “Served is a model that permits me to have all of it – a scrumptious and refreshing alcoholic drink with out all of the energy, sugar and unhealthy stuff.”
Goulding continued: “We’re going to tackle a number of the largest manufacturers on the planet, however do it our method.”
Served is offered within the UK by means of Selfridges, Harvey Nichols, Planet Natural and WH Smith. The model will proceed to increase its retail footprint alongside main progress in key world markets together with Eire, France and Spain.
Dean Ginsberg mentioned: “We’re thrilled to welcome Ellie as a co-owner of Served and excited to construct a worldwide model alongside her. Ellie embodies all the pieces that we stand for at Served and she or he might be an integral a part of the model as we proceed to develop.”
Served is available in absolutely recyclable cans and makes use of fruit that might have in any other case gone to waste. As well as, 5% of earnings from every can offered are given to environmental initiatives and to assist critically endangered species throughout the globe.
Goulding added: “We refuse to compromise on high quality nor the well being of the pure world. We use ‘wonky fruit’ as an intervention on meals waste, probably the most progressive ecological packaging supplies we are able to consider and we are going to help habitats, folks and animals on the frontline of the character disaster. We are going to proceed to be 100% clear.”
Phrases of the deal haven’t been disclosed.