Uncensored CMO Startup masterclass - how Seedlip went from idea to Diageo exit in 3.5 years - Ben Branson
Jun 18, 2025
Ben Branson, founder of Seedlip, shares his remarkable journey of creating a non-alcoholic spirit brand that saw an exit to Diageo within just 3.5 years. He discusses the origin of Seedlip and the challenges faced as he scaled the brand. Branson reveals his unique perspective on marketing despite his aversion to it, emphasizing creativity under constraints. He also touches on the importance of neurodiversity and his work with the Hidden 20 charity, aiming to raise awareness about autism and its challenges.
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Seedlip's Origin Story
- Ben Branson started Seedlip after distilling herbs from his garden at home using a copper still.
- He was inspired to create it because he found non-alcoholic options at restaurants embarrassing and unappealing.
Disrupting the Soft Drink Binary
- Non-alcoholic drinks have long been ignored by big companies due to binary thinking around alcohol vs. soft drinks.
- New, insurgent brands like Seedlip disrupt categories by approaching them with fresh perspectives.
Create a Premium Experience
- Build premium experiences by controlling packaging, price, distribution, and atmosphere around your product.
- Let influencers and experts validate your product, so you don't have to sell its quality yourself.
