Served, the hard seltzer brand by Ellie Goulding, launched a range of bar-quality wonky fruit cocktails based on the most popular flavors in the UK: Mojito, Passion Fruit Martini and Piña Colada.
These canned cocktails are made with natural and sustainably sourced ingredients, wonky fruit (limes, pineapples and passion fruit) and premium spirits, and they're ready for sipping during a variety of social occasions, whether at home, on the go, or at an event.
These canned cocktails were intentionally created to fill a void in the market between inferior quality, low-ABV canned cocktails and less sessionable 10% ABV-and-above offerings. As such, these canned cocktails come in at 8% ABV. The brand further sets itself apart as the first ready-to-drink cocktail brand to offer the full ingredient and nutritional information on the pack.
What's Driving This Trend
- Sustainable Alcohol
- Opportunity to create canned cocktails with sustainably sourced ingredients to appeal to environmentally conscious consumers.
- Transparency in Packaging
- Opportunity to differentiate canned cocktail brands by providing full ingredient and nutritional information on packaging.
- Convenient Premium Cocktails
- Opportunity to meet the demand for premium canned cocktails that offer a bar-quality drinking experience for social occasions at home or on-the-go.
Who This Affects Most
- Alcoholic Beverages
- Disruptive innovation opportunity to create new canned cocktail products that appeal to consumers looking for sustainable alcohol options and convenient premium drinks.
- Packaging
- Disruptive innovation opportunity to create packaging solutions that enable canned cocktail brands to display full ingredient and nutritional information for transparency and consumer trust.
- Event Services
- Disruptive innovation opportunity to offer canned cocktail products as a convenient option for events, festivals, and other social gatherings that cater to the demand for premium bar-quality drinks without having to hire mixologists.
