Ellie Goulding has acquired a significant stake in the premium British hard seltzer brand SERVED.

The singer-songwriter was introduced to Ryan and Dean Ginsberg, the co-founders of SERVED, through mutual friends.

Goulding said: “I immediately fell in love with the brand – not only because it’s the best hard seltzer I’ve tasted by quite some margin, but also because this is a brand driven by care and respect for the natural world at this crucial point.

“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 – a delicious and refreshing alcoholic drink without all the calories, sugar and bad stuff.”

She added: “We are going to take on some of the biggest brands on the planet, but do it our way. We refuse to compromise on quality nor the health of the natural world. 

“We use ‘wonky fruit’ as an intervention on food waste, the most innovative ecological packaging materials we can think of and we will support habitats, people and animals on the frontline of the nature crisis. 

“We will continue to be 100% transparent. Oh, and we’ll do all this while having fun and building an awesome brand with awesome people.”

Founder Dean Ginsberg said: “We are thrilled to welcome Ellie as a co-owner of SERVED and excited to build a global brand alongside her. Ellie embodies everything that we stand for at SERVED, and she will be an integral part of the brand as we continue to grow.”

SERVED is already available nationwide with high-profile listings including Selfridges, Harvey Nichols, Planet Organic and WHSmith.

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