68: Inventing the Future of Drinks: Ben Branson on Seedlip, Sylva, and What’s Next - Business of Drinks

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68: Inventing the Future of Drinks: Ben Branson on Seedlip, Sylva, and What’s Next - Business of Drinks

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Ben Branson is one of the most creative minds in beverages today. As the founder of Seedlip — the world’s first distilled non-alcoholic spirit — he didn’t just launch a product, he pioneered an entire category. That category, once niche and unproven, is now valued at more than $11 billion, and Seedlip was acquired by Diageo in 2019, just five years after its launch.Now, Ben’s back with a new venture: Pollen Projects, a drinks innovation studio creating a range of unconventional non-alcoholic products. The two early standouts? Sylva — a non-alcoholic sipping spirit distilled and matured from trees (yes, trees!) — and Seasn, a duo of cocktail bitters designed to flavor everything from seltzer to cocktails.In this conversation, Ben takes us inside his product development process — from cold-calling 500 top bars to obsessively studying 17th-century distillation texts — to assess white space for Seedlip. He also shares what’s next for Sylva, including a new distillery in upstate New York to make spirits from American trees. That operation will accompany Sylva’s existing UK distillery, which is already producing spirits made from British Hazel and African Padauk wood.In this conversation, Ben shares the research, philosophy, and creative rigor behind his brands — and what he’s doing differently this time around. You’ll hear about the early days of Seedlip, how Sylva’s distillation and aging process borrows from perfumery and traditional spirits, and why simplicity — not trend-chasing — is the secret to building lasting brands.We discuss:Why Ben isn’t just making non-alc alternatives, but rather inventing a new class of liquidsHis methodical, data-driven approach to product innovationThe surprising reason he chose to launch Seedlip into high-end, on-premise accounts rather than DTCThe innovative techniques used to produce Sylva’s non-alcoholic sipping spiritsWhy Ben emphasizes clarity above all — whether in product design or brand strategyWhat he learned from early product missteps — and how he’s applying those lessons to Sylva and SeasnWhy Ben doesn’t build brands for himself — he builds them to meet real consumer needs with standout experiencesLast Call:In this Last Call update, we reconnect with Issamu Kamide, co-founder of Wonderwerk, to hear what’s driving growth for one of the most innovative brands in wine.We first featured Wonderwerk last fall in Ep. 36 Since that time, Wonderwerk has grown its revenue 30%. We discuss:🔸 National Whole Foods rollout🔸 Wildly successful flavors like Pink Lemonade and Yuzu🔸 A “CPG-first” mindset that ditches tradition and centers the consumerDon’t miss our next episode, dropping on June 18.For the latest updates, follow us:Business of Drinks:YouTubeInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks