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  • Hard Core UnHard Liquor

    • 07/14/2016
    • ADB
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    What does that mean? Read on!

    Distill Ventures, a Diageo-funded spirits innovation group, has invested in the “world’s first” distilled non-alcoholic spirit Seedlip, with Diageo taking a minority stake in the business. Diageo is the British conglomerate that currently owns a mammoth’s share of the distilled and brew markets with so many brand you know and love, I am not about to list them all here. So, keep in mind that a major liquor and beer maker is investing substantially in non-alcohol products which it believes will storm the market.

    While Distill Ventures is independent, Diageo has been working with the company since 2013 and is its sole investor. The company helps fund innovation within the spirits world, while affording Diageo an effective route to invest in new spirits brands.

    Created by entrepreneur Ben Branson to solve the dilemma of “what-to-drink-when-you’re-not-drinking”, Seedlip is the “world’s first” distilled non-alcoholic spirits brand.

    Distill’s decision to invest in the brand marks the first time it has chosen to invest in a non-alcoholic product.

    “With SEEDLIP we’re effectively developing a new drinks category, appealing to consumers looking for a refined alternative to alcohol”, said Branson. “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.”

    Explaining its decision to take a minority stake in the company, Diageo recognized the emerging non-alcoholic drinks sector, citing a portfolio that already includes Guinness Zero in Indonesia, Guinness Malta in Africa and more recently Origin 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”, said Helen Michels, global innovation director, Futures Team, Diageo.

    “For generations, Diageo has been innovating and meeting consumer trends by offering new products, formats and ingredients. Now in its third year, the Distill Ventures program continues to allow us to discover and support new brands within pioneering categories, anticipate shifts in consumer behaviour and ensure our business remains at the forefront of trends in the years to come.”

    Seedlip launched in November 2015 and is already available in top London restaurants including The Ledbury, The Savoy and Selfridges, with suggested price of $27.99.


    It now available in two flavor variants. Seedlip Spice 94 is a blend of individual copper-pot distillates including two barks, two spices and two citrus peels. Seedlip Garden 108 meanwhile is a “green and floral blend” of individual copper-pot distillates including handpicked peas and hay from Branson’s family farm and traditional herbs including spearmint, rosemary & thyme. Both are intended to be served along with tonic water.

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Hard Core UnHard Liquor

What does that mean? Read on!

Distill Ventures, a Diageo-funded spirits innovation group, has invested in the “world’s first” distilled non-alcoholic spirit Seedlip, with Diageo taking a minority stake in the business. Diageo is the British conglomerate that currently owns a mammoth’s share of the distilled and brew markets with so many brand you know and love, I am not about to list them all here. So, keep in mind that a major liquor and beer maker is investing substantially in non-alcohol products which it believes will storm the market.

While Distill Ventures is independent, Diageo has been working with the company since 2013 and is its sole investor. The company helps fund innovation within the spirits world, while affording Diageo an effective route to invest in new spirits brands.

Created by entrepreneur Ben Branson to solve the dilemma of “what-to-drink-when-you’re-not-drinking”, Seedlip is the “world’s first” distilled non-alcoholic spirits brand.

Distill’s decision to invest in the brand marks the first time it has chosen to invest in a non-alcoholic product.

“With SEEDLIP we’re effectively developing a new drinks category, appealing to consumers looking for a refined alternative to alcohol”, said Branson. “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.”

Explaining its decision to take a minority stake in the company, Diageo recognized the emerging non-alcoholic drinks sector, citing a portfolio that already includes Guinness Zero in Indonesia, Guinness Malta in Africa and more recently Origin 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”, said Helen Michels, global innovation director, Futures Team, Diageo.

“For generations, Diageo has been innovating and meeting consumer trends by offering new products, formats and ingredients. Now in its third year, the Distill Ventures program continues to allow us to discover and support new brands within pioneering categories, anticipate shifts in consumer behaviour and ensure our business remains at the forefront of trends in the years to come.”

Seedlip launched in November 2015 and is already available in top London restaurants including The Ledbury, The Savoy and Selfridges, with suggested price of $27.99.


It now available in two flavor variants. Seedlip Spice 94 is a blend of individual copper-pot distillates including two barks, two spices and two citrus peels. Seedlip Garden 108 meanwhile is a “green and floral blend” of individual copper-pot distillates including handpicked peas and hay from Branson’s family farm and traditional herbs including spearmint, rosemary & thyme. Both are intended to be served along with tonic water.

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