Spotlight: SERVED

Cheers to SERVED® … innovator of sustainable cocktails and the #SeeingGreen Solutionist of the Day for June 21.

SERVED is on a mission to create the best tasting pre-mixed drinks on the planet while reducing food waste and impact on the environment. Founded by singer-songwriter Ellie Goulding and brothers Dean Ginsberg and Ryan Ginsberg, SERVED is the UK’s fastest growing ready-to-drink (RTD) brand, producing a range of cocktails and hard seltzers made from naturally-sourced surplus fruit that would otherwise go to waste. Its products are available online and at major UK retailers, including Tesco, Sainsbury's, Morrisons, WHSmith and Bestway Wholesale, and the brand recently expanded into Ireland.

At SERVED, sustainability is core to the brand’s DNA and offerings. Their efforts start with their key ingredients – sourcing “wonky fruit” for their drinks that otherwise would have gone to waste for aesthetic reasons alone. By upcycling this fruit, SERVED is helping address the estimated 3 million tons of fruit and vegetables that are wasted before they even leave the farm in the UK each year.

Recognizing that packaging is the most significant climate impact of their production process, SERVED uses infinitely recyclable aluminum cans for its beverages as well as 100% recyclable boxes made from recycled sources.

The brand also has partnered with the CarbonCloud platform to calculate and track the carbon footprint of their products at all stages from “grower-to-grocer.” SERVED then discloses their carbon footprint on their cans to allow consumers to make informed climate-conscious decisions when they shop. By investing in Gold Standard offsetting projects -- many of which reduce emissions at the source of our impact – in an amount significantly more than they emit, SERVE is a certified carbon negative business.

With a belief in 100% transparency, the brand also includes full ingredient and nutritional transparency on each of their drinks.

Thank you to Ellie Goulding, Dean Ginsberg, Ryan Ginsberg, Erin McNulty and the entire SERVED team for all that you do!

About the "#SeeingGreen Solutionist of the Day"
This series celebrates and highlights the brands and innovators dedicated to creating a greener, more sustainable world. Each day, the series shines a spotlight on a trailblazer making significant strides in promoting eco-friendly living through innovative products, solutions and practices.