Diageo acquires majority stake in non-alcoholic ‘spirit’ Seedlip

Drinks giant Diageo has acquired a “significant” majority stake in non-alcoholic ‘spirit’ brand Seedlip.

Distill Ventures, an accelerator for small brands backed by Diageo, acquired a minority stake in Seedlip in June 2016. The company helps fund innovation within the spirits world, drawing on industry expertise to identify, invest in and accelerate aspiring drinks brands, while affording Diageo an effective route to invest in new spirits brands.

Diageo put this to work last year when it acquired DV-backed German vermouth brand Belsazar – becoming the first to “graduate” from the innovation incubator.

Diageo has worked with DV since 2013 as its sole investor.

Seedlip is the second brand Diageo has acquired through the accelerator programme, and the first that only produces non-alcoholic drinks. The acquisition also includes sister brand Æcorn Aperitifs, which launched earlier this year, a spokesperson told db.

Ben Branson, Seedlip’s founder, said the two companies’ “shared belief in our vision has enabled us to build a business that’s ready for scale and I’m excited to continue working with Diageo to lead this movement.”

Shilen Patel, co-founder of DV, said: “It has been a privilege to collaborate with an entrepreneur as inspiring as Ben in launching Seedlip and we look forward to watching Seedlip continue to thrive around the world. Supporting the vision of founders is what Distill Ventures was set up to do, and we’re proud of the impact Ben has had on our industry in such a short period of time.”

John Kennedy, president of Diageo’s Europe, Turkey and India business, said 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. We’re thrilled to continue working with him to grow what we believe will be a global drinks giant of the future.”

You can read more about Distill Ventures’ work with Seedlip, and the low and no-ABV drinks trend here.

10 new low and no-alcohol spirits brands to watch in 2019

In focus: Low-and-no ABV drinks

WILLIAM GRANT & SONS LAUNCHES FIRST ULTRA-LOW ABV SPIRIT: ATOPIA

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Your email address will not be published.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.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Key Account Manager

MMI Maldives
Maldives

Financial Controller

London City Bond
Barking, UK

Duty Manager

The Whisky Exchange
Great Portland Street, London

Spirits Advisor

The Whisky Exchange
London, UK

International Sales Manager

Elixir Distillers
Park Royal, London, UK

Brand Marketing Executive

Elixir Distillers
Park Royal, London, UK

Cellar Door Manager

House of Townend
Melton, North Ferriby, UK

Marketing Manager

The Whisky Exchange
Whitby Avenue, Park Royal, London NW10 7SF

Millésime Bio 2020

Montpellier,France
27th Jan 2020

Maisons Marques et Domaines Annual Tasting

London,United Kingdom
29th Jan 2020

Austrian Wine Tasting

London,United Kingdom
3rd Feb 2020
Click to view more