Justin King, the former CEO of Sainsbury’s, has officially joined Served, the hard seltzer brand co-owned by pop star Ellie Goulding, as both an investor and senior board advisor. King, who led Sainsbury’s from 2004 to 2014, also currently sits as a non-executive director at Marks & Spencer and is a member of the Public Interest Body at PwC.

The move signals a significant endorsement for Served, which was launched by brothers Dean and Ryan Ginsberg. Goulding acquired a major stake in the brand in June this year, backing its mission to produce sustainable, health-conscious drinks for a new generation of consumers.

Rapid growth and a premium positioning

Since launch, Served has grown rapidly, boasting over 1,000 stockists across the UK, including WHSmith, Selfridges, Harvey Nichols, and Planet Organic. The company also reported a staggering 1,000% increase in revenue over the past three months through its direct-to-consumer channel.

King praised the Ginsberg brothers for creating “a truly premium product which stands out in the crowded field of the hard seltzer category, which is set to explode in the coming year.” With UK hard seltzer sales expected to reach £600 million by 2025, according to Nielsen, the brand is aiming to solidify its place in one of the fastest-growing drinks sectors.

Dean Ginsberg said the company was thrilled to have King on board: “As we enter our next phase of exciting growth, it’s important that we bring on the very best people to support the brand in each of our core channels – and you just won’t find anyone more talented and experienced than Justin when it comes to retail.”

Eco-conscious drinks for the modern consumer

Made in the UK, Served hard seltzer features a 4% ABV and is plant-based, gluten-free, and crafted to appeal to both health-conscious and environmentally-aware consumers. The drinks offer a “crisp, fresh flavour, and a touch of natural sweetness,” using real fruit to enhance taste without artificial additives.

The brand has also embraced sustainability as a core principle. Served uses "wonky" fruit that would otherwise go to waste and packages its drinks with environmentally-friendly materials. The company has committed to full transparency across its supply chain, pledging to support ecosystems and communities affected by the climate crisis.

Taking on the giants, the Served way

With Justin King now on the advisory board, Served is preparing to scale and take on major players in the beverage market. Ellie Goulding voiced her vision for the brand: “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.”

The brand’s blend of stylish presentation, eco-conscious values, and high-profile leadership makes it one to watch in the booming hard seltzer sector. With further expansion on the horizon, Served is positioning itself to be more than just a celebrity-backed label—it’s aiming to reshape the way consumers think about low-calorie, ready-to-drink alcoholic beverages.