September 18, 2023 – SERVED, the award-winning ready-to-drink brand, co-owned by British popstar Ellie Goulding, has formed a strategic partnership with Heineken to accelerate its growth in the booming “ready to drink” (RTD) category.
SERVED was created by brothers Dean and Ryan Ginsberg and Ellie Goulding in 2020, and has since become one of the fastest growing RTD brands in the UK.
The SERVED range includes ready-to-drink cocktails and hard seltzers, made using only the finest natural and sustainably sourced ingredients, ‘wonky’ fruit, and premium spirits.
“Ellie, Dean and I always look to work with the best in the business and Arlington is just that in the premium beverage space,” said Ryan Ginsberg, Co-Founder. “The team led by Vann and Stephan have been instrumental in helping us find the right long-term partner in Heineken as we look to build a leadership position in the wider UK RTD market together.”
Stephan Pietge, Managing Director at Arlington Capital Advisors, said “It’s been exciting to join Ryan, Dean and Ellie on their journey to build one of the highest growth beverage brands in the UK. In Heineken they have found a strong strategic partner who shares their vision and will accelerate SERVED’s growth in the booming RTD category across the UK.”
Vann Russell, Founder and Managing Director at Arlington Capital Advisors, said “Ryan, Dean and Ellie are doing amazing things with SERVED, and we are thrilled to have advised them on this next phase of their journey. In 2018 we advised London based Logan and Bridget Plant and Beavertown Brewery on their strategic investment from Heineken, and after Beavertown grew at a 75% CAGR over four years, their sale of the remaining stake to Heineken at the end of 2022. We are proud to have helped SERVED partner with Heineken as well and look forward to seeing SERVED continue to grow and flourish.”
Arlington Capital Advisors acted as SERVED’s exclusive financial advisor on the transaction.
Read full SERVED press release here.