Served, the RTD drink brand co-founded by singer Ellie Goulding, is launching what it describes as its biggest innovation to date: Served Vodka+. The new range will be led by Booker in the convenience and wholesale channel, with Blue Raspberry and Black Cherry core listed across 102 depots nationwide.
National Rollout and Availability
The range will also roll out across Premier, Londis, Budgens and Family Shopper, giving independent retailers nationwide access to the new products. From January 2027, Served will significantly expand Vodka+ across the wider convenience and wholesale channel, with a major national roll-out planned across wholesalers and independent retailers.
Product Details and Innovation
Served Vodka+ is the UK's first Vodka+ RTD range. Lightly sparkling and available in Blue Raspberry and Black Cherry, it combines Served Founders Reserve premium vodka and natural flavours with coconut water and Himalayan pink salt. The 330ml cans are 6% ABV with an RRP of £3.30.
Co-Founder's Perspective
Dean Ginsberg, co-founder of Served, said: "Convenience is a hugely important channel for Served. We've built distribution to more than 35,000 points across the channel, and we see a significant opportunity to build on that with Vodka+."
"We created Vodka+ around one simple idea: ultimate refreshment. Refreshment is the number one purchase driver in RTDs, yet most innovation continues to focus on flavour," he added. "By combining our premium Founders Reserve Vodka and natural flavours with coconut water and Himalayan pink salt, we've created something genuinely new for the category."
Marketing Support
Vodka+ will be backed by Served's integrated "The Refreshment Test" campaign across Served and co-founder Ellie Goulding's social channels, alongside retail, shopper and out-of-home activity. Booker will also support the launch with in-depot and digital activation, driving visibility and retailer awareness.
