Non-alcoholic base Seedlip is only getting bigger. The current darling of the no-proof cocktail movement just inked a big deal with Virgin Atlantic that will see Seedlip based cocktails served on the air carrier’s flights as well as an increased presence in Virgin’s Clubhouse lounges.
“Virgin Atlantic is always on the lookout for new and exciting ways to bring innovation to our customers,” said Virgin Atlantic F&B Manager Mark Murphy in a statement. “With the global explosion of the no and low alcohol cocktail movement of late we have been keen to find a way to bring it to life for our guests.”
The new distribution channels are only the latest win for Seedlip. As the wellness movement expanded over the past year, so did the understanding that alcohol can be harmful. The demand for high quality, booze-free drinks. Seedlip quickly filled that demand with their range of three herbal “spirits.” The trait that sets the brand, a self-described “nature company” apart is quality. Their expressions taste great and the complex, botanical flavors are versatile enough to allow the bartender some flexibility to create a solid, unique drink.
Another factor in that growth was likely a partnership with spirits giant, Diageo. The powerhouse producer used their investment arm Distill Ventures to acquire some equity in Seedlip back in 2016.
Regardless of the machinations involved, the brand’s deal with Virgin is a step forward. As part of the exclusive arrangement, Virgin will feature the range in a dedicated low & no proof cocktail menu on flights and in lounges.
“So proud to be partnering with the Virgin Atlantic team to offer grown up alcohol free serves to passengers who are looking for proper adult options when they’re travelling,” said Seedlip Founder Ben Branson in a statement.