Served, the fastest-growing independent ready-to-drink (RTD) brand in convenience, according to analysts Circana, with more than 35,000 distribution points across the channel, is launching its biggest innovation to date.
Its new Vodka+ RTD is described as “a new range built for ultimate refreshment.” 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.
Vodka+ will roll out nationally across Booker’s convenience and wholesale channels, with the Blue Raspberry and Black Cherry flavours to be listed across 102 depots nationwide.
The range will also roll out across Premier, Londis, Budgens and Family Shopper, giving independent retailers nationwide access to the new range.
Wider convenience
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.
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+.
“Refreshment is the number one purchase driver in RTDs, yet most innovation continues to focus on flavour. 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.
“We’re delighted to be launching with a national Tesco launch alongside Booker leading our convenience and wholesale roll-out. From January, we’ll significantly expand distribution across the wider wholesale and convenience channel, backed by major consumer investment to drive awareness and demand.”
Social plans
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 OOH activity.
Expected to deliver more than 30m reach and 150m impressions, the campaign will put ultimate refreshment at the heart of the launch and drive awareness of Vodka+ at scale.
Booker will also support the launch with in-depot and digital activation, Serbed said, driving visibility and retailer awareness from launch.
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