Seedlip

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.

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

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

• Non-alcoholic spirits
• Distilled beverages
• Mindful drinking
• Cocktail mixers
• Botanical distillates

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Dorinda MedleycoreGTM or Marketing Partner · 14 January 2026American 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)coreChannel Partner/ Reseller/ Distributor · 8 January 2026Dragonfly 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)coreChannel Partner/ Reseller/ Distributor · 8 January 2026Hong 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

Direct 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

• Xx.com/seedlipdrinks
• LinkedInlinkedin.com/company/seedlip

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Seedlip