Diageo invests in non-alcoholic ‘spirit’

Distill Ventures, a Diageo-funded spirits innovation group, has invested in the “world’s first” distilled non-alcoholic spirit Seedlip, with Diageo taking a minority stake in the business.

Seedlip_Ben_Tom_Oldham

Seedlip founder Ben Branson. Credit: Tom Oldham

While Distill Ventures is independent, Diageo has been working with the company since 2013 and is its sole investor. The company helps fund innovation within the spirits world, while affording Diageo an effective route to invest in new spirits brands.

Created by entrepreneur Ben Branson to solve the dilemma of “what-to-drink-when-you’re-not-drinking”, Seedlip is the “world’s first” distilled non-alcoholic spirits brand.

Distill’s decision to invest in the brand marks the first time it has chosen to invest in a non-alcoholic product.

“With SEEDLIP we’re effectively developing a new drinks category, appealing to consumers looking for a refined alternative to alcohol”, said Branson. “This really was pioneering work and partnering with Distill Ventures has helped me understand the industry, shape the product I dreamed of, and launch it in the right way.”

Explaining its decision to take a minority stake in the company, Diageo recognised the emerging non-alcoholic drinks sector, citing a portfolio that already includes Guinness Zero in Indonesia, Guinness Malta in Africa and more recently Orijin Zero in Nigeria.

“We continue to explore and invest in this area and, in Seedlip, we have found a unique product which gives people a complex and refined drinking experience”, said Helen Michels, global innovation director, Futures Team, Diageo.

“For generations, Diageo has been innovating and meeting consumer trends by offering new products, formats and ingredients. Now in its third year, the Distill Ventures programme continues to allow us to discover and support new brands within pioneering categories, anticipate shifts in consumer behaviour and ensure our business remains at the forefront of trends in the years to come.”

Seedlip launched in November 2015 and is already available in top London restaurants including The Ledbury, The Savoy and Selfridges, with an RRP of £27.99.

It now available in two flavour variants. Seedlip Spice 94 is a blend of individual copper-pot distillates including two barks, two spices and two citrus peels. Seedlip Garden 108 meanwhile is a “green and floral blend” of individual copper-pot distillates including handpicked peas and hay from Branson’s family farm and traditional herbs including spearmint, rosemary & thyme. Both are intended to be served long with tonic water.

3 Responses to “Diageo invests in non-alcoholic ‘spirit’”

  1. DAVINA Holland says:

    Live in Cornwall where is our nearest supplier please?

  2. Peter R. Macdonald says:

    OK who in the states is distributing this?

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Global Head of Trade Marketing

Atom Brands
Tonbridge, UK

Brand Manager - NPD & Go to Market

Maverick Drinks
London, UK

Brand Manager Marketing Entry Level

Distell International Ltd
London or Glasgow

Brand Manager - Maternity Cover

Hatch Mansfield
Ascot, Berkshire

Finance Manager

The Benevolent, the Drinks Industry Charity
London

Customer Service Executive

Berkmann Wine Cellars
London, UK

Trade Marketing Manager

Berkmann Wine Cellars
London, UK

Sales Representative

La Pèira
South London

Marketing Manager

Amathus Drinks Plc
London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2019

IBWSS UK

London,United Kingdom
11th Mar 2019
Click to view more

Fortified Masters 2018

Deadline : 23rd November 2018

The Global Riesling Masters 2018

Deadline : 26th November 2018

Click to view more

The Global Syrah Masters 2018

the drinks business is proud to announce The Global Syrah Masters 2018.

The Global Malbec Masters 2018

the drinks business is proud to announce the inaugural Global Malbec Masters 2018.

Click to view more