Seedlip launches in HK

Seedlip, the world’s first distilled non-alcoholic spirit, will officially be launched in Hong Kong next month in a bid to capture a growing number of non-alcoholic drinkers, as the founder predicts a “beginning of a paradigm shift” in alcohol’s role in people’s daily life.

The two expressions of the spirit – ‘Seedlip Garden 108’ and ‘Seedlip Spice 94’ – will be available through different various stores, bars, restaurants and hotels.

Blended and bottled in England, the former expression of ‘Seedlip Garden 108’  is said to have “captured the essence of the English countryside” and is flavoured with peas and hay from the founder Ben Branson’s family farm with a complex herbal base character of spearmint, rosemary and thyme, said the company, while the latter is aromatic with strong spice and citrus notes.

Launched by Branson in 2015, the Diageo-backed non-alcoholic spirit will be featured at Taste of Hong Kong event where the Seedlip team will be crafting ‘cocktails’ and leading masterclasses throughout the four-day festival from 22 to 25 March.

Asked about Seedlip’s targeted audience, Branson told dbHK: “With volumes of both alcohol and sugary soft drinks in decline there is a need for more considered grown up alternatives. Seedlip is for those who are not drinking for whatever reason; from those who can’t: [pregnancy, medication, designated driver for example] to those who aren’t: [having a night or week off, lunchtimes or an early start the next day], to those who just don’t.”

“Given Hong Kong’s reputation for hospitality and the strong cocktail and fine dining scene we are excited to be launching Seedlip there among the best bars, hotels and restaurants,” he added.

Seedlip’s products are labelled as zero calories, sugar-free, sweetener-free and artificial flavour-free, according to the company. The brand will also attend Asia’s 50 Best Bar Awards as the official sponsor and partner this year. The brand has also won Best Launch award at The Drinks Business Awards 2017.

Available in 700ml bottle, the spirit is sold through HK Liquor Store, Kwoon by The Woods, Market Trading, Potato Head Hong Kong Ltd, The Bottle Shop, The Murray Hong Kong, The Pawn, Winstons Coffee Ltd.

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