What is Seedlip and why is it considered the pioneer of non-alcoholic spirits?

Before Seedlip, the options for a non-drinker at a cocktail bar were unambiguous: juice, soft drink, or an awkward conversation about why they were not drinking. Seedlip changed this not by inventing a new category from scratch but by rediscovering an old one — the historical tradition of distilling herbs and botanicals in water, documented in seventeenth-century texts like William Hughes' 'The Complete Distiller' of 1667, which Branson studied as inspiration.

The three expressions cover distinct flavour territory. Spice 94 is built around allspice berry and cardamom, creating a warm, complex profile that works exceptionally well in NA versions of Negroni, Old Fashioned, and other stirred cocktails. Garden 108, the most delicate expression, centres on spearmint, rosemary, and peas — an unusual combination that produces a fresh, herbaceous character ideally suited to lighter long drinks. Grove 42 leads with blood orange, lemon, and ginger, giving a bright, citrus-forward profile for refreshing serves.

Seedlip's commercial success — acquired by Diageo in 2019 — validated the NA spirits category at industry level. Diageo's ownership has driven global distribution but also raised questions about artisanal integrity. Nevertheless, the product quality remains consistent, and for bartenders worldwide, Seedlip remains the baseline reference from which everything else in the NA spirits world is measured.

In Belgian bars, Seedlip occupies the classic position: the NA spirit that any bartender knows how to use, stocked alongside NONA Drinks, Botaniets, and JNPR to give guests a genuine choice of styles.

Surprising fact: Seedlip founder Ben Branson spent nearly a year developing the product in his farmhouse kitchen before approaching retailers. The first batch sold out at Selfridges London within three weeks — confirming consumer demand for premium NA spirits before a single competitor existed.

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