Diageo to invest in non-alcoholic brand for the first time | Progresiv
Distill Ventures, the Diageo-backed and funded accelerator programme for entrepreneurs launching and scaling innovative drinks brands, has invested in a brand of non-alcoholic distilled spirits for the first time. 
Seedlip will benefit from the same mentoring and support as other Distill Ventures portfolio companies while it builds its own sales and marketing activities and looks to expand beyond the UK. The brand was created by entrepreneur Ben Branson to solve the dilemma of what to drink when you’re not drinking alcohol, as FoodBev first explained back in October 2015.
The drink combines six individually distilled barks, spices and citrus peels to create an adult and complex blend best sipped long with tonic or short with brine as a non-alcoholic martini.
Talking about the investment from Distill Ventures, Branson said: “Distill Ventures has been great in giving me the support and freedom to develop Seedlip in just the way I want. With Seedlip, we’re effectively developing a new drinks category, appealing to consumers looking for a refined alternative to alcohol. 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.”
Helen Michels, global innovation director, futures team for Diageo, said: “We are hugely excited to confirm our investment, through Distill Ventures, in Seedlip, the world’s first distilled non-alcoholic spirit. Seedlip is a company of exceptional quality with a visionary founder offering a ‘sophisticated alternative’ to alcoholic drinks. (www.foodbev.com)
