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Non-alcoholic spirit maestros Seedlip snapped up by alcohol giant Diageo

Because mocktails are the future

Non-alcoholic spirit maestros Seedlip snapped up by alcohol giant Diageo
Danielle de Wolfe
08 August 2019

The non-alcoholic drinks sector is booming. So much so, even the alcohol giants are trying to nestle in on the action, with major British spirit brand Diageo announcing it has bought a majority stake in herbal distiller Seedlip.

A brand that started life as one man experimenting with the help of a 1651 physician’s book entitled The Art of Distillation, Seedlip founder Ben Branson has grown his company into something of herbal empire.

Diageo saw potential just a year after Branson’s launch and snapped up a 20% stake in the company.

Offering three unique blends - Spice 94, Garden 108 and Grove 42 - Seedlip’s first batch of 1000 bottles sold out in just three weeks.

Some of the non-alcoholic spirit’s ingredients may also come as a surprise, with blends like Garden 108 featuring savourey offerings including the humble garden pea.

Originally created using copper stills, a variety of garden herbs and a quaint kitchen in the woods, the brand, which combines Branson’s farming heritage with the ever-growing ‘mocktail’ trend - can now be found in more than 25 countries worldwide.

The move by Diageo, whose drinks cupboard already consists of household names like Gordon’s Gin, Smirnoff Vodka and Johnnie Walker whisky, proves that the giant sees the non-alcoholic drinks sector as a potential big earner.