Diageo Picks Up Majority Share Of Seedlip

By Neat Pour Staff |

It’s no secret that no-proof drinks are currently trending in the cocktail world. Ben Branson’s non-alcoholic “spirit” base Seedlip is riding the crest of that wave. Already the market leader in the sector, Seedlip is only getting bigger. On Wednesday (8.07), Diageo, already a minority stakeholder, announced the acquisition of an expanded, majority share in the outfit.

“Seedlip is a game-changing brand in one of the most exciting categories in our industry. Ben is an outstanding entrepreneur and has created a brand that has truly raised the bar for the category,” John Kennedy, President Europe, Turkey and India at Diageo, in a statement. “We’re thrilled to continue working with him to grow what we believe will be a global drinks giant of the future.”

Both parties are keeping specifics of the deal to themselves. However, a release explains that Branson “will remain actively involved as a shareholder and director and will work with the Seedlip team and Diageo to continue to support Seedlip’s future success.”

Branson founded Seedlip in 2015. The following year, Diageo came onboard through Distill ventures, their semi-autonomous accelerator program. 

Seedlip quickly filled the demand for booze-free beverages 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.

Today, Seedlip is available at 7500 bars in more than 25 countries.

Liked it? Take a second to support Neat Pour on Patreon!

Read Next

Mai-Kai Shuttered Without Warning

The Mai-Kai Restaurant & Polynesian Show will be closed effective today and for the upcoming months. While we don’t have a reopen date finalized, we will keep our loyal patrons up to date as soon as we have more information to share.

By Neat Pour Staff

Bitter Numbers: Campari Reports YTD Sales Drop

“However, with the resurgence of the pandemic in many areas of the world towards the end of the third quarter, the overall scenario in the short-term remains highly uncertain. Nevertheless, our brands continue to experience strong consumption trends in the off-premise channel across key markets, confirming their solid underlying brand health.

By Neat Pour Staff