A sobering prospect

08.12.2015 Seedlip : Ben Branson : Neo-Detox
Ben Branson, founder of Seedlip

London – During our Food and Drink Network Evening, we caught up with Ben Branson, founder of Seedlip, to discuss the launch of the world’s first distilled, non-alcoholic spirit.

  • Drinks enthusiasts can sip the ‘adult’ alternative and enjoy an alcohol-free night
  • Seedlip is a blend of six distillates including essence of American oak, Guatemalan cardamom, allspice, cascarilla bark, grapefruit and lemon

For those looking to enjoy an alcohol-free evening, an uninspiring shortlist of monotonous mocktails, sodas and alcohol-free beer usually awaits.

Branson is on a mission to change all that. Seedlip, his non-alcoholic spirit, features sumptuous wood, spice and citrus flavours inspired by forgotten herbal recipes from the 16th and 17th centuries.

‘There’s this amazing drinks world, this amazing cocktail culture and amazing food world, and yet there isn’t this amazing non-alcoholic world,’ says Branson. ‘This is for people who do drink, but don’t want to drink all the time, be it for a business lunch or an evening out.’

The first batch of Seedlip, designed to be used in mixers or non-alcoholic cocktails, has already sold out. Branson hopes to win over health-conscious consumers looking for a sophisticated drinking experience without the hangover.

​The Big Picture

Seedlip’s non-alcoholic spirit doesn’t mean the party’s over. Read our Neo-Detox microtrend to see how brands can create exciting social experiences in a sober atmosphere.

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