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.