Distill Ventures - the Diageo-backed accelerator programme for entrepreneurs - is investing in the world’s first distilled non-alcoholic spirits brand.
This represents the first time Distill Ventures has backed a non-alcoholic product. Seedlip will benefit from mentoring and support while it builds its own sales and marketing activities and looks to expand beyond the UK.
Seedlip was created by entrepreneur Ben Branson to solve the dilemma of ‘what-to-drink-when-you’re-not-drinking’ and is the world’s first distilled non-alcoholic spirits brand.
Ben Branson said: “Distill Ventures has been great in giving me the support and freedom to develop Seedlip in just the way I want. With Seedlip we’re effectively developing a new drinks category, appealing to consumers looking for a refined alternative to alcohol. 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.”
Helen Michels, global innovation director at Diageo, said: “We recognise the opportunity of non-alcoholic drinks and our portfolio 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. For generations.”
Seedlip Spice 94 and Seedlip Garden 108 are available from Seedlipdrinks.com (rrp £27.99).