Ellie Goulding's award-winning ready-to-drink brand, Served, launched a line of super premium full-strength cocktails targeting at-home drinkers who want exceptional, convenient experiences. This range specifically speaks to consumers who want to replicate popular bar serves from the comfort of their homes and without the hassle of mixing multiple ingredients themselves. Each well-crafted cocktail in the lineup is prepared with Served Founders Reserve spirits and designed to be shaken right in the can before pouring into glassware.
Aligning with consumers' growing thirst for canned martinis, the lineup includes a ready-to-drink Espresso Martini, a Cosmopolitan, and a Lychee Martini, plus a Strawberry Daiquiri—all of which come in at 14.9% ABV and a 125ml size.
Notably, the range won two Gold (Lychee Martini and Cosmopolitan) and two Sliver (Strawberry Daiquiri and Espresso Martini) Awards at the Pre-Mixed & RTD Masters 2024.
Why This Trend Is Growing
- Shakeable Ready-to-drink Cocktails
- The innovation of shakeable canned cocktails elevates the traditional canned beverage experience to encompass both convenience and premium quality.
- Home-based Mixology
- The rise of products that replicate bar-level quality at home caters to consumers seeking sophisticated cocktail experiences without professional bartending skills.
- Luxury RTD Beverages
- Positioning premium ingredients in ready-to-drink formats blurs the lines between traditional on-premise cocktails and off-premise drinking, enhancing consumer convenience.
Industries Being Reshaped
- Beverage
- The introduction of premium canned cocktails signals a shift towards sophistication and quality within the rapidly growing ready-to-drink sector.
- Entertainment
- Providing high-quality, ready-to-drink cocktail options contributes to a more convenient and luxurious experience for consumers hosting events or entertaining at home.
- Packaging
- Innovative packaging solutions like shakeable cans capitalize on the demand for engaging and portable drinking experiences, emphasizing convenience and novelty.
