Diageo takes majority stake in non-alcoholic brand, Seedlip

Liquor giant Diageo is making advancements in the non-alcoholic beverages, with the acquisition of a majority shareholding in non-alcoholic spirit brand, Seedlip.

Seedlip joins Diageo’s portfolio of famous alcohol brands including Smirnoff, Johnnie Walker and Guinness.

Seedlip founder Ben Branson broke the mold in creating a different drink category for non-alcoholic drinks in 2015. Seedlip’s products are presented as adult drinks similar to wine or whisky, for those who want to drink but can’t for various reasons.

“We want to change the way the world drinks and today’s news is another big step forward to achieving this. Distill Ventures’ and Diageo’s shared belief in our vision has enabled us to build a business that’s ready for scale and I’m excited to continue working with Diageo to lead this movement,” Branson said.

In 2016 Diageo took a minority stake in Seedlip through its accelerator programme Distill Ventures. In the last three and a half years, Seedlip has grown expanded into over 25 countries.

“Seedlip is a game-changing brand in one of the most exciting categories in our industry. Ben is an outstanding entrepreneur and has created a brand that has truly raised the bar for the category. We’re thrilled to continue working with him to grow what we believe will be a global drinks giant of the future,” John Kennedy, president Europe, Turkey and India at Diageo, said.

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