Heineken Ireland has introduced British ready-to-drink cocktail brand Served, co-owned by pop star Ellie Goulding, to the Irish market.
This marks the first time Heineken Ireland has entered the ready-to-drink market in Ireland and also the international debut of Served, which last year became the fastest growing spirits brand in the UK ready-to-drink segment.
At launch, Served will offer three of its most popular cocktails in the Irish market: the passion fruit martini, mojito and margarita.
They will be available in major supermarkets such as Tesco, Dunnes and SuperValu, as well as convenience stores across the region.
Photo: Submitted
The shakes contain no artificial flavors, sweeteners or colors and are made using “crooked fruit” – meaning fruit that has been bruised, bent or peeled.
Ellie Goulding commented: “I am incredibly excited that Served is launching in Ireland.
“I recorded my second album in Ireland and it holds a special place in my heart. I'm looking forward to visiting the country soon to support the launch and hope to replicate our success in the UK with the amazing team at Heineken Ireland.”
Heineken Ireland Marketing Director Fiona Curtin said: “Ready-to-drink is the fastest growing category in the alcohol industry and is currently worth €99 million in Ireland, with cocktails accounting for a significant part of this growth.
“We are excited to expand our portfolio into the ready-to-drink category and believe Served will meet the Irish market’s needs for high-quality, premium cocktails.”
Sourse: breakingnews.ie
