Anything could happen when you get to chat with Ellie Goulding.
We were seriously starry-eyed as we spoke to the English singer when she jetted into Dublin. (Okay, we’re done with the puns!)
Ellie has stepped into her new era as an entrepreneur with her new cocktail range, SERVED, which we chatted about…
Hi Ellie! How are you? Tell us why you’re over in Dublin.
It’s amazing to be back in Dublin! I recorded my second album in Ireland and it’s very close to my heart. I’m here to support the launch of SERVED, my ready-to-drink cocktail brand. We’ve had a huge amount of success in the UK, becoming the fastest-growing RTD Spirit brand in 2024, and we’re here to replicate that success in Ireland working alongside our amazing partner Heineken. It’s a huge moment for us at SERVED as Ireland is our first international market. The support we’ve had from our retail partners on this launch has been truly special, and we can’t wait to develop and grow the premium RTD cocktail category together.
Well, you must love performing in Ireland!
Ireland holds a special place in my heart because the shows have always been a different type of energy and joy
What inspired you to have your own cocktail line?
When we looked at the RTD category back in 2020 there was a clear mismatch between what we wanted from an RTD and the products and brands available on the shelf. We, like most of our friends and the younger generation, were looking for something that aligned with our values and modern lifestyles – something that was convenient, tasted amazing, and was made with the best natural and sustainable ingredients. But also a brand that was premium and aspirational, yet accessible. What was available at the time was often poor quality, overly sweet and the brands available didn’t align with our values or modern lifestyles. We thought we must be able to do this better! And SERVED was born.
Gorgeous! Who did you have in mind when you were building SERVED?
Our vision was always to build a brand for the next generation. We’re passionate about developing best-in-class products and liquids that are made for modern lifestyles, without compromise. We focus on using only the finest natural and sustainably sourced ingredients and market the brand with a disruptive social-first strategy that resonates with Gen Z consumers and their busy modern lifestyles. Ultimately we want to make the best drinks, show up authentically, add value to our community, and tread lightly on our planet while we do it.
What flavours does Served come in and where can I get it?
We are super excited to say that you can now find our Mojito, Margarita, and Passion Fruit Martini nationwide in all major retailers including Tesco, Dunnes, SuperValu and key convenience stores across the Republic of Ireland.
