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These Served Full-Strength Cocktails Have 14.9% ABV
Michael Hemsworth — January 30, 2025 — Lifestyle
References: serveddrinks & foodanddrinktechnology
These Served full-strength cocktails are being launched by the Ellie Goulding-backed ready-to-drink alcohol brand as a series of bar-grade beverages perfect for consumers to try when on the hunt for a premium libation experience. The cocktails come canned for convenience when it comes to storage, chilling and serving, but don't skimp on flavor to make them a must-try amongst avid mixology enthusiasts alike. The cocktails come in four flavor options including Strawberry Daiquiri, Lychee Martini, Cosmopolitan and Espresso Martini, which each come in with a 14.9% ABV.
Co-Founder Dean Ginsberg spoke on the Served full-strength cocktails saying, "We’re hugely excited about this launch. We are delivering genuine innovation to the super premium cocktail category with new cocktails not currently on shelf. As a brand Served also attracts a much younger consumer compared to current super premium brands on the market – so we can add real value and drive incremental growth to the category."
Co-Founder Dean Ginsberg spoke on the Served full-strength cocktails saying, "We’re hugely excited about this launch. We are delivering genuine innovation to the super premium cocktail category with new cocktails not currently on shelf. As a brand Served also attracts a much younger consumer compared to current super premium brands on the market – so we can add real value and drive incremental growth to the category."
Trend Themes
1. Premiumization of RTD Beverages - Ready-to-drink cocktails are evolving toward a premium experience, offering consumers a high-quality alternative traditionally only available at bars.
2. High-abv Canned Cocktails - The introduction of higher alcohol content in canned cocktails disrupts the typical RTD market, appealing to consumers seeking stronger, bar-like experiences from portable packaging.
3. Flavor Innovation in RTD Cocktails - Brands are experimenting with diverse and sophisticated flavor profiles, capturing the attention of mixology enthusiasts by offering unique taste experiences in a convenient format.
Industry Implications
1. Alcoholic Beverages - Innovation in canned cocktails is reshaping the traditional alcoholic beverage industry, presenting new opportunities and challenges for established and emerging brands.
2. Packaging and Distribution - The evolution of RTD cocktails emphasizes the need for innovative packaging solutions, driving advancements in convenience and portability without compromising quality.
3. Consumer Goods and Retail - The demand for premium RTD cocktails is influencing retail dynamics, creating opportunities for brands to engage with a younger demographic seeking convenience and quality.
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