The ready-to-drink business said it has introduced its draught innovation to “boost on-trade demand for cocktails in venues that already sell cocktails but want to improve speed of service, quality and consistency, and reduce staff training and wastage”.
It is also for venues that want to sell cocktails but haven’t got the capacity to do so from scratch.
Served – which is co-owned by singer-songwriter Ellie Goulding – cited CGA Mixed Drinks Report data that stated the cocktail category represents a significant opportunity for on-trade venues, valued at £707m annually with 43,100 outlets serving cocktails.
The research from March 2025 also found there are now more than 7.4m cocktails drinkers in the UK with one in 12 on-trade drinks ordered being a cocktail.
Raises the bar
Served co-founder Dean Ginsberg said: “After 18 months of development in collaboration with our partners Heineken, we are excited to be able to offer a draught cocktail solution that significantly raises the bar when it comes to delivering the same high-quality drinking experience you would expect from a hand-made cocktail.
“What really sets Served’s draught proposition apart from what has come before is in the technology, quality of liquid and premium positioning of the brand.
“Combined, these will enable venues to serve consistently high-quality cocktails to their customers while simultaneously improving speed of service, eliminating waste and significantly reducing their carbon footprint compared to glass alternatives.
“Our draught technology enables an untrained member of staff to serve six cocktails in the time it takes a highly trained bartender to make one by hand, which is a game-changer for high volume venues.”
Premium font
The rollout will be carefully managed to develop long-term partnerships with premium high-volume venues, according to Served, which added all draught cocktail installations and 365-day maintenance are included free of charge –supported by Innserve.
This will include Served’s backlit 3-out premium font, branded glassware and PoS material, plus access to the business’s trade portal that includes ongoing training and support.
Heineken UK marketing director Rajeev Sathyesh said: “This ground-breaking technology means consumers can enjoy beautifully presented high-quality cocktails, and for the on-trade venue, they are saving a significant amount of time for each order.”
The launch will use three of the on-trade’s most popular cocktails: Passion Fruit Martini, Espresso Martini and Margarita.
Each uses a 10% ABV measure of Served Founders Reserve vodka or Tequila, packaged in stackable 10-litre recyclable bag-in box format offering 80 x 125ml serves.