Ellie Goulding has become a co-owner of a hard seltzer brand.
Ellie Goulding
The 'Starry Eyed' hitmaker acquired a significant stake in SERVED after "immediately falling in love" with the alcoholic fruit-flavoured sparkling water and the environmental stance adopted by founders Ryan and Dean Ginsberg.
Ellie said: "I immediately fell in love with the brand – not only because it’s the best hard seltzer I’ve tasted by quite some margin, but also because this is a brand driven by care and respect for the natural world at this crucial point.
“I’ve always enjoyed a social drink with friends, but I also lead a busy lifestyle and I am passionate about my health, fitness, and the environment. Served is a brand that allows me to have it all – a delicious and refreshing alcoholic drink without all the calories, sugar and bad stuff.”
The 34-year-old singer is looking forward to "building an awesome brand" while staying true to the ethics of the company.
She said: "We are going to take on some of the biggest brands on the planet, but do it our way. We refuse to compromise on quality nor the health of the natural world. We use ‘wonky fruit’ as an intervention on food waste, the most innovative ecological packaging materials we can think of and we will support habitats, people and animals on the frontline of the nature crisis. We will continue to be 100% transparent. Oh, and we’ll do all this while having fun and building an awesome brand with awesome people.”
And the company are "thrilled" to have her on board.
Dean said: "We are thrilled to welcome Ellie as a co-owner of SERVED and excited to build a global brand alongside her. Ellie embodies everything that we stand for at SERVED, and she will be an integral part of the brand as we continue to grow.
"We are excited to be working with such great partners who share our enthusiasm and vision for the brand, and we look forward to introducing SERVED to more people up and down the country and across Europe this summer.”
SERVED Hard Seltzers are packaged in fully recyclable cans, use wonky fruit that would have otherwise gone to waste, and contain no artificial additives or sweeteners.
The company donate 5% of profits from each can to invest in environmental projects and saving critically endangered species around the world.
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