Seedlip plans brand expansion with ex-Moët Hennessy appointment

Seedlip has announced the appointment of Claire Smith-Warner, former head of spirit creation at LVMH Moët Hennessy, as it prepares to expand its range of non-alcoholic distilled spirits.

Claire Smith-Warner and Ben Branson

This morning, the brand’s founder, Ben Branson, signalled the company’s plans to launch a portfolio of new brands with the help of Smith-Warner to further the non-alcoholic category.

Seedlip launched in the UK in 2015 and has since expanded into the US market, capitalising on growing demand for non-alcohol alternatives. It now almost 50 employees worldwide with offices in London and LA, with its brand stocked in over 3,000 accounts globally.

“At Seedlip we are committed to leading this nascent category and pushing the boundaries of what’s possible in this space,” said Branson.

“Having the support of the most prominent bartenders, chefs and industry influencers has been fantastic and to have one such as Claire joining is testament to what we have achieved at Seedlip to date. I am very much looking forward to working with Claire to expand our portfolio with exciting new propositions relevant to tomorrow’s drinker.”

Smith-Warner joined LVMH in March 2003 as UK brand ambassador for the then newly-launched Belvedere Vodka and was later promoted to International Communications Manager in 2006. In 2009 she was appointed head of spirit creation and mixology. In this role, she was responsible for the development of all new Belvedere expressions, including Belvedere Unfiltered in 2011, which is distilled with Dankowskie Diamond Rye and has helped to further the development of the brand’s terroir-inspired ranges of vodkas – the Belvedere Single Estate Rye series.

“I have always been passionate about the world of spirits, hospitality and the dynamic community working within it so I am incredibly excited about this next chapter of my career and the opportunity within the NA category,” said Smith-Warner.

Seedlip is currently 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 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 and thyme. Both are intended to be served long with tonic water.

Leave a Reply

Your email address will not be published.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

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales - Global Wine Competitions

The Drinks Business
London, UK

London Account Manager

Speciality Drinks
London, UK

Sales Advisor

The Whisky Exchange
London, UK

Customer Services Administrator

Speciality Drinks
London, UK

Business Development Manager

Pol Roger Portfolio
London, UK

Business Development Executive – Spirits

Pol Roger Portfolio
London, UK

Trading Administrative Assistant

Vin-Exchange Ltd
London, UK

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands, UK

Pink Rosé Festival

Cannes,France
7th Feb 2019

Wine Paris

Paris,France
11th Feb 2019
Click to view more

The Global Fortified Masters 2018

Deadline : 25th January 2019

The Global Pinot Noir Masters 2019

Deadline : 1st February 2019

Click to view more

Rioja Masters 2018

View Results

The Global Beer Competition

View Results

Click to view more