Seedlip has majority stake acquired by Diageo

Non-alcoholic spirits brand Seedlip has had a majority stake of the business acquired by Diageo, one of the world’s largest producers of spirits and beers.

Founder Ben Branson launched the business back in 2015 and its three products; Spice 94, Garden 108 and Grove 42, are now stocked in over 7,500 bars, restaurants, hotels and retailers around the world.

In June 2016, Seedlip announced news of a minority investment from Distill Ventures, which received funding from Diageo to support small drinks businesses. Seedlip is the first non-alcoholic brand to be acquired by Diageo through Distill Ventures. Founder Ben will remain active as a shareholder and director.

Ben said, “We want to change the way the world drinks and today’s news is another big step forward to achieving this. Distill Ventures’ and Diageo’s shared belief in our vision has enabled us to build a business that’s ready for scale and I’m excited to continue working with Diageo to lead this movement.”

John Kennedy, president Europe, Turkey and India at Diageo, added, “Seedlip is a game-changing brand in one of the most exciting categories in our industry. Ben is an outstanding entrepreneur and has created a brand that has truly raised the bar for the category. We’re thrilled to continue working with him to grow what we believe will be a global drinks giant of the future.”