Seedlip
Seedlip is the world's first distilled non-alcoholic spirits brand, selling four botanical 700ml spirit alternatives ($31.99 each) to mindful drinkers, premium hospitality venues, and Gen Z/Millennial sober-curious consumers globally. Founded in the UK in 2014 and acquired by Diageo in 2023.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Seedlip does
Seedlip is a UK-based non-alcoholic distilled spirits company founded in 2014 by Ben Branson in Lincolnshire, operating today as a brand within Diageo's Non-Alcohol Beverages portfolio following a 2023 acquisition. The company pioneered the category by applying traditional copper-still distillation to botanicals and herbs, drawing inspiration from John French's 1651 book 'The Art of Distillation' to create complex, sugar-free, zero-calorie spirit alternatives. Its core product range comprises four flavored 700ml spirits — Spice 94, Garden 108, Grove 42, and Notas de Agave — each priced at $31.99 per bottle and designed as a base for non-alcoholic cocktails.
Seedlip serves three primary customer segments: mindful and sober-curious consumers seeking sophisticated adult beverage alternatives, premium hospitality venues (bars, restaurants, hotels) requiring inclusive zero-ABV menu options, and Gen Z/Millennial drinkers consciously reducing alcohol consumption. Revenue is generated through three streams: direct-to-consumer bottle sales via seedlipdrinks.com (with bundled Trio Bundle at $89), wholesale distribution to on-premise venues and global retailers (supported by Diageo's distribution network), and ancillary content sales including a $20 physical recipe book and free downloadable e-books. The brand also operates an AI-powered virtual concierge 'Elli' that personalizes product, cocktail, and gift discovery on the website.
Go-to-market combines enterprise on-premise partnerships (notably in Hong Kong venues Dragonfly and Quinary for zero-ABV programs), influencer-led brand campaigns (e.g., the Dorinda Medley Dry January partnership and The Oculus pop-up), and content marketing through an extensive recipe library. Diageo acquisition in 2023 provided capital, distribution, and portfolio leverage; the brand continues to be positioned as the global #1 best-selling non-alcoholic spirits brand per Drinks International 2025, operating in a market projected to grow at 9.10% CAGR through 2034.
Seedlip firmographics
Firmographics- Name
- Seedlip
- Legal name
- Seedlip (operated by Diageo)
- Website
- https://seedlipdrinks.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Seedlip is the world's first distilled non-alcoholic spirits brand, selling four botanical 700ml spirit alternatives ($31.99 each) to mindful drinkers, premium hospitality venues, and Gen Z/Millennial sober-curious consumers globally. Founded in the UK in 2014 and acquired by Diageo in 2023.
- Ownership category
- akta.pro rank
Seedlip industry classification
Industry- Product category
- Non-Alcoholic Spirits
- NAICS
- Distilleries (312140), Distilleries (31214), Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Distilled Spirits Production & Distilling (AFAFAAAC)
- akta.pro secondary industries
- Spirits Distilling & Brands (CRADAIAC), Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Craft Distilleries & Microdistilleries (THAFALAH)
Keywords
Where Seedlip is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Seedlip business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer Bottle Sales: Seedlip sells its non-alcoholic spirits directly to consumers through its e-commerce platform seedlipdrinks.com. Products include single bottles at $31.99 each, case purchases (6 bottles), and bundled offerings. Revenue is one-time transaction based with potential for repeat purchases.
- Wholesale and Distribution: Seedlip distributes through on-premise venues (bars, restaurants, hotels) and retail channels globally. The brand is available at major retailers and hospitality establishments worldwide, generating recurring wholesale revenue from replenishment orders.
- Recipe Book and Content Sales: Seedlip sells physical cocktail recipe books ($20) and offers free digital e-books, generating ancillary revenue while building the cocktail community and driving product consumption.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single bottle purchase at $31.99 for 700ml |
| Unit Pricing | Pay-as-you-go | Case of 6 bottles |
| Unit Pricing | Pay-as-you-go | Trio Bundle at $89.00 |
| One time/ perpetual license | Pay-as-you-go | Cocktail Recipe Book at $20.00 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Seedlip product offering
Product offeringCore offering
Seedlip manufactures and sells distilled non-alcoholic spirits made by distilling herbs and botanicals in copper stills, inspired by 17th-century herbal remedy recipes. Its flagship 700ml bottles — Spice 94, Garden 108, Grove 42, and Notas de Agave — are sold directly to consumers via its e-commerce store and distributed through on-premise hospitality venues and retail partners worldwide, complemented by recipe books and e-books.
Product overview
Seedlip is a non-alcoholic distilled spirits company offering four core flavored spirits (Spice 94, Garden 108, Grove 42, and Notas de Agave) priced at $31.99 each for 700ml bottles. The products are designed as sophisticated non-alcoholic alternatives to traditional spirits, with no sugar and no calories. Seedlip sells individual bottles, a Trio Bundle ($89), and companion recipe content including a physical cocktail recipe book ($20) and free downloadable e-books. The brand was founded in 2014 and acquired by Diageo. Seedlip also features an AI virtual concierge named Elli for customer interactions.
Differentiator
Problem solved
Functional benefit
Products and services
- Spice 94 A 700ml non-alcoholic distilled spirit with a warm, aromatic blend of allspice and cardamom with citrus top notes and a long bitter finish, inspired by the deep woods and the spiced aroma of the forest floor. Priced at $31.99 per bottle and designed as a sophisticated base for non-alcoholic cocktails such as a Spice Spritz or martini variation.
- Garden 108 A 700ml non-alcoholic distilled spirit featuring a complex, herbal blend of peas and traditional garden herbs including rosemary, thyme, and spearmint. Rooted in memories of fresh peas eaten straight from the pod, designed for non-alcoholic cocktail applications such as the Garden Spritz and non-alcoholic martini variations.
- Grove 42 A 700ml non-alcoholic distilled spirit offering a zesty, citrus blend made with oranges, lemons, ginger, and lemongrass, finished with a cool prickle of Japanese sansho peppercorn for a bright, dry finish. Priced at $31.99 and the base for cocktails such as the Seedlip Cosmopolitan. Silver award winner at The No and Low Masters 2023.
- Notas de Agave A 700ml non-alcoholic distilled spirit with a vibrant, refreshing blend of prickly pear, zesty lime, and agave flavors with notes of vanilla, damiana flower, and peppercorn. Designed to deliver a tequila/margarita-style non-alcoholic experience and used as the base for cocktails such as the Paloma. Priced at $31.99 per bottle.
- Seedlip Trio Bundle A bundled offering of Seedlip's original three 700ml non-alcoholic distilled spirits — Spice 94, Garden 108, and Grove 42 — priced at $89.00 (including free shipping), designed to let consumers explore the full Seedlip flavor range at home.
- Non-Alcoholic Cocktail Recipe Book A physical recipe book featuring an exclusive collection of Seedlip's finest non-alcoholic cocktails with insight into the brand's ethos, technique, and ingredients, including recipes from world-renowned bartenders. Priced at $20.00; does not include recipes for Notas de Agave.
- Seedlip Cocktail Recipe E-Book A free digital e-book download featuring 30 original Seedlip non-alcoholic cocktail recipes submitted by the global Seedlip community, intended to inspire at-home cocktail making.
- Seedlip Cocktails at Home Vol. II: Margarita Edition A free digital recipe e-book featuring bartender-created Margarita recipes using Seedlip non-alcoholic spirits as the base, providing a non-alcoholic twist on the classic Margarita cocktail with punchy citrus.
Quantifiable outcome
- Top-selling non-alcoholic spirits brand globally
- +1 more outcomes
Companies that use Seedlip
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Seedlip technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature1 record
Seedlip partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Dorinda MedleycoreAmerican TV personality andRHONY star partnered with Seedlip for Dry January campaign extending the 'Yeah, It's a Drink' initiative. The partnership features social-first content filmed at Medley's Bluestone Manor and a public pop-up event at The Oculus World Trade Center in New York, positioning alcohol-free spirits as sophisticated alternatives.
- Dragonfly (Hong Kong)coreDragonfly at Tai Kwun, Hong Kong partnered with Seedlip to launch two new mocktails (Tiffany Elixir and Muzo Emerald) for dry/damp January observance. The venue introduced zero-ABV menus in partnership with Seedlip for health-conscious patrons.
- Quinary (Hong Kong)coreHong Kong bar Quinary hosted guest shift events featuring inventive cocktails, partnering with Seedlip for non-alcoholic options as part of the venue's zero-ABV menu offerings for health-conscious patrons.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Seedlip competitors and assessment
Company assessmentDirect peers
- Lyre's Spirit Co. Lyre's is the most direct competitor to Seedlip, offering a broad range of non-alcoholic distilled spirit alternatives (gin, whiskey, rum, tequila, etc.) at similar premium price points, distributed globally through on-premise and retail channels.
- Ritual Zero Proof: Ritual Zero Proof produces non-alcoholic alternatives to gin, whiskey, rum, and tequila, sold primarily through DTC and U.S. retail. It competes head-to-head with Seedlip for the same mindful-drinker and sober-curious consumer segment.
- Aplós Drinks: Aplós produces non-alcoholic spirits including hemp-infused and agave-style alternatives, positioning itself in the premium functional-beverage space alongside Seedlip with overlapping on-premise and DTC distribution strategies.
Emerging players
- Ghia: Ghia is a non-alcoholic aperitif brand targeting the same mindful-drinking consumer with botanical, bitter-leaning profiles. While positioned as an aperitif rather than a straight spirit substitute, it competes for the same 'what to drink when not drinking' occasion.
- Kin Euphorics: Kin Euphorics produces non-alcoholic functional beverages with adaptogens, targeting the same sober-curious Millennial/Gen Z consumer as Seedlip via DTC, retail, and hospitality channels.
- De Soi: De Soi is a non-alcoholic aperitif brand co-founded by Katy Perry, competing in the premium non-alc space with on-premise and DTC distribution aimed at the same mindful-drinking audience as Seedlip.
- Athletic Brewing Company: Athletic Brewing is the leading non-alcoholic craft brewer in the U.S., competing for the same sober-curious consumer wallet share across on-premise and retail, though in the beer rather than spirits format.
Broad incumbents
- Diageo plc: Diageo is Seedlip's parent company and a global beverage giant. Beyond Seedlip, Diageo owns broader non-alc and low-alc portfolios (e.g., Guinness 0.0) that compete for the same consumer occasions and serve as distribution leverage for Seedlip.
- Pernod Ricard: Pernod Ricard has aggressively entered the no-and-low category through acquisitions (e.g., investments in non-alc brands) and competes with Diageo/Seedlip for on-premise placement and consumer mindshare across global markets.
- AB InBev: AB InBev has built out a non-alcoholic portfolio (e.g., Corona Cero, Budweiser Zero, Athletic Brewing investment) and competes for the same sober-curious consumers globally, exerting pricing and shelf pressure on the broader non-alc category in which Seedlip operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Seedlip social profiles
Digital presenceSeedlip financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seedlip leadership team
Management profileNumber of profiles
Seedlip funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seedlip M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Seedlip
What does Seedlip do?
Seedlip manufactures and sells distilled non-alcoholic spirits made by distilling herbs and botanicals in copper stills, inspired by 17th-century herbal remedy recipes. Its flagship 700ml bottles — Spice 94, Garden 108, Grove 42, and Notas de Agave — are sold directly to consumers via its e-commerce store and distributed through on-premise hospitality venues and retail partners worldwide, complemented by recipe books and e-books.
Is Seedlip a public or private company?
Seedlip is a private company. It is classified as corporate owned and is currently operating.
When was Seedlip founded?
Seedlip was founded in 2014. It employs 51 to 100 people.
Where is Seedlip based?
Seedlip is headquartered in London, United Kingdom, in the Europe region.
How does Seedlip make money?
Three revenue lines are on record. Direct-to-Consumer Bottle Sales are the primary driver. The others are wholesale and Distribution and recipe Book and Content Sales.
Who are Seedlip's main competitors?
Direct peers on record are Lyre's Spirit Co., Ritual Zero Proof and Aplós Drinks. Emerging players are Ghia, Kin Euphorics, De Soi and Athletic Brewing Company. Broad incumbents are Diageo plc, Pernod Ricard and AB InBev.
Does Seedlip have an API?
No public API is recorded for Seedlip.
What industry is Seedlip in?
Seedlip's product category is Non-Alcoholic Spirits. Its primary akta.pro industry code is AFAFAAAC, Distilled Spirits Production & Distilling, with a secondary code of CRADAIAC, Spirits Distilling & Brands. Its NAICS code is 312140 and its SIC code is 2080.