Hard seltzer made with wonky fruit launches

Hoping to capitalise on the spiked seltzer boom, a new British hard seltzer brand made with wonky fruit is due to hit the shelves at Selfridges in July.

Served is made from wonky raspberries from Scotland’s Strathmore Valley. The raspberries in this pic aren’t of the wonky variety

Called Served, the brand was founded by brothers Dean and Ryan Ginsberg, who swapped the restaurant business for a drinks start-up.

The base spirit used in the seltzers is four-times distilled from responsibly sourced beet in France, while the wonky raspberries hail from small farms in Scotland’s Strathmore Valley.

Each 250ml can of spiked sparkling water contains 57calories, 4% ABV of alcohol and zero sugar. The brand comes in two flavours: raspberry and lime.

Hoping to appeal to health conscious millennials, the drinks are also gluten free and vegan, with no artificial additives or sweeteners.

“Enjoying a healthy lifestyle has always governed a large part of our lives. We became increasingly aware of the provenance of not just what we ate but what we drank too,” Dean Ginsberg said.

“We are living in an age where people really care about what they put in their bodies – for both themselves and the planet – yet many alcoholic drinks still seem 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,” he added.

The brand has 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; and Brad Berman, former director of Fiji Water.

The setlzers will go on sale at Selfridges on 22 July priced at £2.50 per can; £10 per four-pack and £27 a dozen ­– 5% of profits will go towards saving critically endangered species around the world.