A new British hard seltzer brand, which is made using sustainably sourced fruit, is set to hit the shelves this month.

Served is a low-calorie and lower abv sparkling alcoholic drink, made with an “ultra-pure” spirit, paired with British sparkling water. This is then infused with wonky, sustainably sourced fruit that would have otherwise gone to waste.

The 4% abv drink (rsp: 2.50) comes in two flavours: Raspberry and Lime, and each contains just 57 calories per recyclable 25cl can.
Served will launch in Selfridges and Hand Picked Hotel bars from late July and in Planet Organic in late August.

The brand was created by two former restaurateurs and brothers, Dean and Ryan Ginsberg, and the idea came from their shared desire to offer discerning, busy and sociable drinkers a product that could naturally become a part of a modern health-conscious social lifestyle.

Co-founder, Dean Ginsberg, said: “For us, enjoying a healthy lifestyle has always governed a large part of our lives. With this, we became increasingly aware of the provenance of not just what we ate but what we drank too. As former restauranteurs we were also constantly surrounded by innovation.

“We came to realise we are living in an age now where people really care about what they put in their bodies – for both themselves and the planet – yet many alcoholic drinks still seemed to be packed with sugar and cheap artificial ingredients, offering little to no ingredient or nutritional transparency. So, we set out to create a drink to feel good about, both for ourselves and for the planet, and Served was born.”

Served already has significant backing from a number of high-profile industry investors including Guy Hands, founder of Terra Firma Capital Partners; Mike Branson and Jonathan Ford, founders of Pearlfisher; Brad Berman, former director of Fiji Water; and Darren Westlake, CEO and Co-founder of CrowdCube.

In addition, 5% of profits will be invested in saving critically endangered species around the world.