Singer-songwriter Ellie Goulding has formally acquired an possession stake in London-headquartered onerous seltzer firm Served.
The 34-year-old “Lights” creator Ellie Goulding only recently revealed that she’d bought a controlling curiosity in Served, which brothers Ryan and Dean Ginsberg based in 2019. “Mutual associates” launched Goulding to the corporate’s founders, in accordance with a release asserting the acquisition, and he or she “instantly fell in love with the model.”
“I’ve at all times loved a social drink with associates, however I additionally lead a busy life-style and I’m enthusiastic about my well being, health, and the setting,” the one-time Grammy nominee Goulding stated of the onerous seltzer’s attraction. “Served is a model that enables me to have all of it – a scrumptious and refreshing alcoholic drink with out all of the energy, sugar and unhealthy stuff.”
On this entrance, Served is packaged in “absolutely recyclable cans,” whereas the beverage itself is crafted in Goulding’s native Herefordshire, utilizing “wonky fruit that will have in any other case gone to waste,” in accordance with the discharge. Moreover, the 57-calorie, sugar-free drink comprises “no synthetic components or sweeteners,” per the identical supply, and 5 % “of earnings from every can offered are invested in the direction of environmental tasks and saving critically endangered species.”
The monetary phrases of Goulding’s Served funding haven’t been publicly disclosed, and the product is accessible “nationwide” within the UK, with an enlargement into European nations together with Eire, France, and Spain slated for this summer season. Evidently, the rollback of lockdown restrictions (and the return of crowd-based leisure) might properly bolster onerous seltzer gross sales, which skilled considerable growth in 2020.
Extra broadly, Ellie Goulding’s onerous seltzer play represents the newest in an extended line of high-profile – and, as a rule, profitable – artist strikes within the beverage area.
Again in 2007, 50 Cent loved a reportedly $100 million or so post-tax windfall after Coca-Cola acquired VitaminWater producer Glacéau. The Queens-born rapper – who in 2018 debuted his Le Chemin Du Roi champagne – had obtained a minority stake within the model after changing into a spokesperson, in the end growing a “System 50” VitaminWater.
Travis Scott in mid-March launched his personal (Anheuser-Busch-backed) onerous seltzer enterprise, Cacti, and February noticed Jay-Z promote half of his Armand de Brignac champagne (generally often known as “Ace of Spades”) to Moët Hennessy. After collaborating in a number of Bud Gentle advert campaigns and Tremendous Bowl commercials – and launching his Maison No. 9 wine within the U.S. in April of 2021 – Publish Malone final month teamed up with Monster Vitality for a sweepstakes.
Lastly, “Fly Away” creator Lenny Kravitz appeared in a 30-second-long Stella Artois spot throughout this 12 months’s Tremendous Bowl – whereas Rockstar Vitality tapped Lil Child to star in its first-ever industrial in the course of the large sport – and Halsey struck a partnership with Budweiser in October of 2020.