10th December, 2018
by
Edith Hancock
Non-alcoholic spirit company Seedlip is setting up a sister business producing no ABV aperitifs made with grapes.
Claire Warner & Emma Murphy will head up the sister brand. (Photo: Seedlip)
Æcorn Aperitifs, which will launch in early 2019, are made with English grown grapes, and aromatised with herbs, roots and bitter botanicals. The drink, which will come in three separate flavours and sold in 50cl bottles, is designed to be enjoyed with food.
Claire Smith-Warner, former head of spirit creation at LVMH Moët Hennessy, told the drinks business that she joined Seedlip in January this year to work on the new brand. She will be joined by ex-London Wine Week director Emma Murphy, who will take up a position as Æcorn’s head of marketing.
“We are thrilled to be following in Seedlip’s footsteps and breaking new ground in the category they created,” Smith-Warner said.
“Since Seedlip’s launch, the world of non-alcoholic has shown itself to be dynamic and exciting, and we hope that the introduction of Æcorn Aperitifs will additionally help solve the dilemma of what to enjoy with food, when you’re not drinking.
“Seedlip has given those who are not drinking a seat at the bar, and now Æcorn Aperitifs will give everyone who is not drinking, a seat at the table.”
Over the past 12 months there has been a notable shift in consumer attitudes to alcohol, with Brits more inclined to drink “less, but better,” Caspar McRae, UK marketing director of drinks giant William Grant & Sons, told reporters at the firm’s annual market report launch this year.
A 2017 survey by Drinkaware found that nearly one fifth of UK drinkers say they are cutting down their drinking habits.
Following the success full launch of Seedlip’s first botanical drink in 2015, Distill Ventures, a Diageo-funded spirits innovation group, bought a minority stake in the business in 2016.
Ben Branson, Seedlip’s founder, said: “Since launching Seedlip three years ago, the global traction has been both surreal and overwhelmingly positive.
“We are still just scratching the surface of the category’s potential and Æcorn Aperitifs takes us another step closer to our aim of changing the way the world drinks.”