Episode 179
Ben Branson founded the world’s first and best-selling, distilled, non-alcoholic spirit, Seedlip. Since completing the sale of the business to Diageo in 2019, he has maintained an interest in the growing non-alc industry, recently launching Pollen Projects – an independent venture studio. Their founding project has just gone live, ‘seasn’ – a non-alcoholic cocktail bitters.
Branson is also the founder of neurodivergence charity PRISM ND and hosts their podcast The Hidden 20%.
In The Interview
Genesis of Seedlip
Ben Branson’s journey began in 2013 with experiments in his kitchen using a small copper pot still. His early creations, aimed at developing unique non-alcoholic beverages, laid the groundwork for Seedlip, which became the world’s first distilled non-alcoholic spirit. Seedlip expanded to 30 countries by 2018, becoming a regular feature in prestigious venues worldwide.
Creativity and the Artistic Journey
The interview explores Branson’s artistic side, with inspiration drawn from flora and fauna. Branson’s creativity, suppressed during his academic years, found expression in Seedlip’s bottle artwork. His collaboration with the design agency Pearlfisher ensured that each bottle represented nature and sophistication.
Commitment to Quality and Inclusion
Seedlip’s mission extends beyond offering non-alcoholic options. Branson aims to enhance societal standards and provide high-quality, inclusive beverage choices. This mission reflects his values, aiming to create a world where non-drinkers are equally accommodated in the culinary scene.
Facing Fear with Courage
A key theme in Branson’s journey is his handling of fear, particularly the fear of failure. He uses fear as a driving force to innovate and challenge the status quo, continually refining his ideas despite uncertainties.
Evolution of Non-Alcoholic
Seedlip’s success marked a new chapter in the beverage industry, where non-alcoholic spirits gained recognition. Branson discusses the cultural shift towards health and wellness that has driven this transformation, with a strategic focus on mainstream consumers to promote widespread change.
A New Chapter
Post-Seedlip, Branson continues to innovate through Pollen Projects, a venture studio focused on creating a portfolio of in-house non-alcoholic brands, sharing infrastructure across supply chains, distributors, and teams. His efforts now also extend beyond beverages, aiming to impact society through his neurodivergence charity, Prism ND.
Advocating for Neurodiversity in Hospitality
Branson’s personal experience with neurodivergence, including autism and ADHD, leads to his advocacy for greater inclusion of neurodivergent individuals in hospitality. His charity, aimed at fostering social change, highlights the creative potential of neurodivergent individuals and the importance of diversity in the industry.
The Friction of Innovation and Growth
Branson addresses the challenges of innovation, balancing his impatience with a meticulous approach to launching new projects. While Seedlip’s success is clear, his ambition to expand globally is balanced with ensuring quality and appropriate timing. This balance reflects the complexities of leading a brand in a rapidly changing market.
