Diageo Buys Majority Stake in Non-Alcoholic Spirit Seedlip
The Drinks giant has paid an undisclosed sum for a majority stake in Seedlip, a non-alcoholic spirit they have deemed “game-changing”.
The drinks company bought 20% of Seedlip in 2016 through its Distill Ventures division, which invests in small businesses it believes have the potential to make a big impression in the industry. Diageo has now increased its stake to own the majority of the smaller brand.
“We want to change the way the world drinks and today’s news is another big step forward to achieving this,” said Ben Branson, who produces three versions of the spice-based drink.
Four years after Branson began making the distilled but non-alcoholic drink in his kitchen, Seedlip is served in more than 7,500 outlets in 25 countries, including more than 300 Michelin-starred restaurants.
Seedlip is the world’s first distilled non-alcoholic beverage. The spirit began its journey when Branson began distilling it in a kitchen in the English woods. Soon after the drink debuted in Selfridges in late 2015, top restaurants and hotels—even Buckingham Palace—got in contact to carry the brand. Since then, the spirit has spread around the world and is meeting the public demand for non-alcoholic alternative to classic spirits and cocktails. The product comes is three expressions: Spice 94, Grove 42, and Garden 108. Seedlip is recommended served with tonic for a refreshing drink, or as an ingredient in cocktails for an alcohol-free take on the classics.